We designed this company report for Asda employees to show how well the supermarket was doing and how, as shareholders, they would benefit.

The gatefold brochure opens out to tell the story of how money coming into Asda stores is spent. We used simple drawings for clarity and to give a light-hearted feel – the profit and loss statement is jokily written in stone. The employees loved it – and kept their shares, which was a key objective. It was also selected for the prestigious Design & Art Direction annual exhibition and book and featured in another book on witty graphic design. Click on the arrow to see more.