This annual report for H&M was designed to preserve the brand’s established identity while introducing a distinctive visual element to enhance engagement and memorability. The concept features a red string, derived from H&M’s signature brand color, running throughout the pages. This string interacts dynamically with the photography, creating a cohesive visual narrative and an identity of its own without overwhelming the content. The overall design strikes a balance between playfulness and corporate clarity, adding personality while maintaining the professionalism expected of an annual report. This approach results in a report that feels engaging, visually consistent, and uniquely aligned with H&M’s brand values
