Fluor Corporation Annual Report
Create five pairs of photo-illustrations for an Annual Report, each pair comprising an ‘A’ version (above a flap) and an ‘B’ version, (beneath the flap). The Goal: Stimulate curiosity, compel the reader to explore.
The approach provided a form of ‘static animation’, a surprise at every page turn. Each pair had a major theme: Market Segment, and sub-themes: an administrative function, symbols representing facets of the subject, elaborated in the captions:
Synfuels Collage Symbols:
Fluor’s project management function; SASOL TWO, coal-to-oil plant in South Africa; mineral samples of coal, oil shale, and tar sands; beaker of gasoline; coal liquefaction equation; electrical schematic from a synfuels plant.
Power Collage Symbols:
Fluor’s construction functions; computerized manpower retrieval system printouts; safety element; nuclear equation; central control center for fossil-fuel plant; various power symbols.
Refineries Collage Symbols:
Fluor design, engineering, and modeling functions; various petroleum industry elements; key portions of a scale model of a major heavy oil refinery upgrading project being performed by Fluor.
Mining/Metals Collage Symbols:
Geostatistically-derived block model of an ore body, including drill hole positioning for core samples; three-dimensional plastic model of a copper deposit; copper smelting image; the application of microscopy for analysis of a copper ore sample; equation relating to spacing of core sample drill holes.
WJW thinks of the visual style as ‘Holistic Illustration’; exploring the subject from multiple angles & dimensions; the human presence, the technical, elements of theory & actuality, the process; however the writer wants to organize the content.
Designer: Ron Jefferies
Awards: CA, AIGA, Graphis,
Financial World Magazine