SAS assembles MFI annual report

SAS Design has redesigned the MFI Furniture Group’s 2001 annual report, published last week.

The brief was to revamp the report to reflect the new brand proposition Your Home, Your Way.

There are two parts to the report, the first of which demonstrates the changes made at the company from product design through to corporate culture and is designed in the style of a self-assembly instruction booklet. It comes wrapped in a plastic cover and uses three different languages in the introduction.

The second part is a booklet, written by MFI’s design advisor Michael Wolff, which explains what MFI’s central brand proposition Your Home, Your Way means to the company and its customers.

‘The brief was one of the most interesting I have received and the finished result powerfully communicates MFI’s genuine commitment to a bold new approach in everything it does,’ says SAS creative director David Stocks.

The consultancy was appointed in December last year following a three-way unpaid creative pitch.

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