The Ask
In a fashion industry where fast-changing trends often overshadow brand identity, this project asked: what if an annual report could feel as fresh, accessible, and design-forward as H&M itself?
The task was to design an annual report for H&M, reimagined through my own design lens. Using existing annual reports as research and reference, the goal was to capture H&M's identity beyond fast fashion: a global brand built on accessible style, sustainability, and design for everyone. The challenge was two fold: honor the structured, professional format an annual report requires, while bringing in a visual energy that reflects H&M's clean, modern, and approachable brand voice.
