Big blue enlists a big crew

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Some 2.4 million copies of the 2003 IBM annual report hit the mails last month, and, "as we do every year, we've gone for a completely different look and feel," says Brian Doyle, IBM's director of international media relations. "For example, the only IBMer pictured in the publication is our chairman, Sam Palmisano," whose letter to investors makes the case for IBM as a growth company, virtually the raison d'etre of an annual report, of course. But this year's report has another key goal, according to Doyle: "To present a picture of the new business environment we see emerging worldwide; IBM isn't alone in its view of where business, technology and innovation are headed, so this year we showcased leaders in the worlds of business, the arts and public service." Among the notables on hand, via photographs and op-ed-styled contributions, are Martin Scorsese, Frank Gehry, Nokia chairman/CEO Jorma Ollila and eBay president/CEO Meg Whitman. "We developed a design approach that allows for these visions of business and technology to rise to the top," explains Curt Schreiber at Chicago's VSA Partners, a frequent IBM design collaborator. See www.ibm.com/annualreport/2003 for the whole shebang.

Client: IBM Design: VSA Partners Creative Partner: Curt Schreiber CD/Print: Greg Sylvester CD/Online: Patrick Heick Photographers: Julian Broad, Walter Iooss, Carlos Serrao, Mark Smalling, Jens Umbach, Dan Winters, Christian Witkin

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