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ALTANA AG
In an increasingly complex world, clear priorities and a strong vision are needed. The new ALTANA Annual Report is based on the guiding theme »Turn Challenges into Opportunities« and demonstrates how the company is actively shaping change with its »Keep Changing« future agenda. The focus is on employees from international teams who ask future-relevant questions – and find answers together. The pairs of images illustrate these perspectives: different locations, shared ambitions. The report tells real stories in which ALTANA, with a solid foundation and bold change, drives innovation – thus turning challenges into opportunities.
Corporate Publishing
The visual concept consists of five introductory double-page spreads. The first double-page spread serves as an introduction to the »Keep Changing Agenda« and features a team motif, complemented by a graphic that simplifies the guiding culture. The remaining double-page spreads each feature two individual portraits in a visual dialogue « one portrait on the left and one on the right, connected by a typographically highlighted key question. The color of the key questions is based on the ALTANA corporate identity and is deliberately set off by the contrasting translucent white gradient.
The testimonials each look toward their interviewee, without looking directly into the camera, creating a natural, credible conversation. Even though the people shown are not physically in the same place, the impression of a shared effort is created – connected by a fundamental, overarching question that concerns and connects everyone equally.
The answers to the questions are told through authentic stories on the following pages. There, the testimonials are presented in portraits, looking directly into the camera. The concept thus visualizes the dynamics of the »Keep Changing« agenda: as a lived, global process that is perceptible at all ALTANA sites. It provides authentic insight into the corporate culture.
The result is a unique, value-creating impetus that ALTANA not only supports internally but also actively shares with customers and shareholders to support them in moving forward in their markets.
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