Etisalat Annual Report 2018
An annual report designed around the idea that progress is never created in isolation. Built on the theme “Together matters,” the 2018 Etisalat Annual Report translated a corporate message into a tactile and editorial experience through concept-led print design, layered storytelling, and carefully crafted visual details.
Client
Sector
Year
Role
Brief
An annual report built around the value of connection.
As part of Etisalat’s annual reporting journey, the 2018 edition was developed around the theme “Together matters” a message that reflects collaboration, connectivity, and shared progress across the business. The challenge was to transform a formal corporate document into something conceptually strong, visually refined, and worthy of the brand’s scale.
The report needed to communicate business performance, leadership, and strategic vision while feeling more engaging, premium, and emotionally connected than a conventional annual report.
Approach
Translating a corporate message into a tactile print experience.
The design direction treated the report as more than an information document; it was approached as a complete storytelling object. The chosen theme shaped the visual system, typography, colour use, imagery, and cover construction, ensuring every element reinforced the idea of connection and collective progress.
A custom die-cut cover was introduced to create a physical expression of the concept, revealing the core message through a central opening that symbolised interconnectedness around a shared hub. Supporting spreads combined elegant layouts, data-led compositions, and bespoke illustrative imagery to give the report a distinctive and contemporary character.
Outcome
A concept-led report with strong visual presence.
The final report brought together strategic messaging, premium print design, and editorial clarity in a way that made the annual report feel both sophisticated and memorable. The visual language carried the theme consistently from the cover through to the internal sections, helping create a more immersive reading experience.
Deliverables included cover concept development, editorial layouts, section openers, infographics, leadership pages, and print-ready report design resulting in a publication that balanced corporate credibility with strong creative expression.
My Role
Leading the creative direction of the report.
From 2016 to 2020, I contributed creative direction to Etisalat’s annual reports, with each year beginning from multiple proposed themes before one direction was selected and developed into the final publication. For the 2018 edition, I helped shape the chosen concept “Together matters” into a complete visual and print narrative.
My role included defining the creative direction, guiding the theme into the design system, overseeing the look and feel of the report, and ensuring the final outcome felt cohesive, elegant, and aligned with Etisalat’s brand stature across every page and print detail.
Print • Campaign
Kempinski Print Communication
Sector
Hospitality
Client
Kempinski
Overview
Developed high-end print materials reinforcing luxury positioning through refined typography and visual language.
Year
2015
Full case study available upon request.
Print • Outdoor • Campaign
Oxygen Healthcare Campaign
Sector
Healthcare
Client
Al Reem Group
Overview
Executed a print and outdoor campaign focused on healthcare trust, accessibility, and modern medical services.
Year
2025
Full case study available upon request.
Print • Publishing
Etisalat Annual Report 2016
Sector
Telecommunication
Client
Etisalat
Overview
Designed a data-driven annual report balancing corporate communication with refined visual storytelling and layout precision.
Year
2017
Full case study available upon request.
Print • Outdoor • Campaign
Oxygen Healthcare Campaign
Sector
Healthcare
Client
Al Reem Group
Overview
Executed a print and outdoor campaign focused on healthcare trust, accessibility, and modern medical services.
Year
2025
Full case study available upon request.
Print • Publishing
Al Reem Group Corporate Publication
Sector
Corporate
Client
Al Reem Group
Overview
Produced a structured corporate publication highlighting business portfolio, services, and brand positioning with clarity and consistency.
Year
2025
Full case study available upon request.
Print • Outdoor • Campaign
Dubai Safari Park Campaign
Sector
Entertainment
Client
Dubai Safari Park
Overview
Designed an outdoor print campaign promoting wildlife experiences through bold visuals and engaging public communication.
Year
2021
Full case study available upon request.
Kempinski Spa Brochure
Sector
Hospitality
Client
Kempinski - Doha, Qatar
Overview
Created luxury-driven print assets reflecting elegance and hospitality, enhancing brand perception across premium touchpoints.
Year
2015
Full case study available upon request.
Print • Publishing
Cyber50 Rebranding Print System
Sector
Cybersecurity
Client
Cyber50
Overview
Developed a cohesive print system translating the new brand identity into physical touchpoints and marketing materials.
Year
2025
Full case study available upon request.
Print • Publishing
Etisalat Annual Report 2017
Sector
Telecommunication
Client
Etisalat
Overview
Designed and produced a comprehensive annual report combining structured data, clear storytelling, and premium visual presentation.
Year
2017
Full case study available upon request.