The Open University doesn't do average. And when it came to their annual report their objectives were clear, targeted - and ambitious. The goal? To produce an annual report
that would stand out against the sea of paper targeted at its audience
and to communicate the idea that the OU was all about employability, for
individuals, for business and for the UK as a whole.
We developed a ‘sense check’ for the publication as a whole: the
dinner party test. When a reader – usually a politician or key
influencer – was asked at a dinner, “So, what is the Open University
doing?” success would result in them answering, “They are all about
We knew we had only a few minutes to communicate this to a reader who was likely to flick through the report – at best.