When we first met with Sportingbet in 2008, Firedog was tasked with creating an easy-to-navigate, slick, stylish online Annual Report with a supporting print version for the financial year 2007/8. Deliverables include: concept • photo-shoot • messaging • web design and build • Flash • print design and production. We then followed up with a 2008/9 report with a new concept around similar content.

The solution

2007/8 – The ‘Winning Moments’ concept encapsulates the Sportingbet experience for customers and shareholders alike. To support the ‘Winning Moments’ concept a photoshoot was organised to produce 5 high-quality images to perfectly illustrate each of 5 key messages. We then built the online annual report using HTML/CSS and Flash technologies. The finished product is a super-slick, impressive articulation of a positive financial year which makes it simple for the shareholders to pinpoint the information they need. Special print techniques were implemented to ensure production costs were kept to a minimum whilst retaining a high-quality feel.

2008/9 – After a good year in tough conditions, Sportingbet wanted to document their progress by looking at what drives them and their business. For their ‘It’s All About Sport’ annual report, Firedog produced a concept that pulled out key performance statistics from their year – Rendered in clean and minimal sporting diagrams. By stripping out anything superfluous, the visual language kept the company’s success – and the sport metaphor – at the forefront. In the online annual report, the diagrams came to life, animating to construct and deconstruct as the user navigates their way through the site.