PITE CREATIVE SERVICES
PHARMACEUTICALS ANNUAL REPORT
RIBOZYME PHARMACEUTICALS: SHEDDING
LIGHT ON A COMPLEX BUSINESS
Ask the average investor what a ribozyme is
and they probably won't know the answer. But if you ask a shareholder of Ribozyme
Pharmaceuticals [NASDAQ: RZYME], he or she will most certainly be able to tell
you after they have skimmed the company's Year 2000 annual report.
Hence the primary goal of this annual, designed by Jonathan Pite. Now with his own firm, Pite Creative Services, Pite produced the Ribozyme report when he was still creative director of Carl Thompson Associates in Boulder.
A five-year-old research
and development biotech firm, Ribozyme wanted their annual report to communicate
the complexities of their scientific research in language and a format that are
understandable and evoke the investment potential of a product portfolio which
has yet to hit the market.
"What we tried to do was use the end report
as a way to clearly and quickly give the audience a glimpse of what the company
has been doing in R&D and what they are going to come out with," explains
Pite who in his 10-year career has produced more than 100 annual reports, many
of them for small, niche clients like Horizon Organic Daily.
solution for Ribozyme was a clean, skimmable annual report with a strong focus
on the potential market for the company's products, its accomplishments and its
plans for the coming year. Pite used photographs of Ribozyme scientists, management
and future consumers of the product; a timetable of company milestones; and graphs
and charts. Says Pite: "It became a very user-friendly, eye-pleasing annual
report. So I think it was successful in solving their particular challenge, which
was to communicate a complicated story."
[Note: Ribozymes potentially
represent a new, important, broadly applicable class of therapeutic agents, according
to the company's 2000 annual report. Products in development would be used for
the treatment of several forms of cancer and hepatitis.]
DOING DOUBLE DUTY
Like many high tech businesses, Carrier Access was having
trouble attracting top talent in recent years. The strong economy and telecommunications
sector of the late 1990s meant that the Boulder-based provider of broadband digital
equipment solutions was losing ground to its Silicon Valley counterparts.
Pite, whose design for the 1999 Annual Report used a combination of high tech
and extreme sports photographs and typography to project a cutting-edge image.
A snowboarder flies across the cover, accompanied by a line that says, "On
the Edge of the Network..." Inside, bold, full-page photos depict a mountain
biker, kayaker, inline skater, snowshoer, all fully-engaged in their sport.
the adrenaline-generating book helped Carrier Access to woo young talent, says
Pite. "They were paying the same prices as Silicon Valley, but they were
able to attract people to Boulder because of their annual report."