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Introduction - PacSun


this is
a wicked set of annual reports.

For six consecutive years, Pacific Sunwear of California (PacSun) turned to our creative agency to develop annual reports that captured the youthful and optimistic spirit of the national surf- and skate-wear retailer.


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Introduction - PacSun


this is
a wicked set of annual reports.

For six consecutive years, Pacific Sunwear of California (PacSun) turned to our creative agency to develop annual reports that captured the youthful and optimistic spirit of the national surf- and skate-wear retailer.

Pacific Sunwear of California

Annual Reports

For six years—and during the peak of its financial prowess—our creative agency told the evolving financial story of this market leading specialty retailer rooted in the action sports, fashion, and music influences of the California lifestyle. At the time, the company sold a combination of surf- and skate-branded casual apparel, accessories, and footwear designed to appeal to teens and young adults. Our work won multiple AR100 awards from The Black Book.

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PacSun Covers


 


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PacSun Covers


 

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Annual Report Theme - 2001


Annual Report Theme, 2001:
“serious fun.”

PacSun grew from one shop in coastal California, to nearly 740 retail locations around the nation—and it took serious financial and creative decisions to extend the brand.

 

 


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Annual Report Theme - 2001


Annual Report Theme, 2001:
“serious fun.”

PacSun grew from one shop in coastal California, to nearly 740 retail locations around the nation—and it took serious financial and creative decisions to extend the brand.

 

 

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Outcome - 2001



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Outcome - 2001


Annual Report Outcome, 2001.

This annual report opened with an embossed cover and closed with nearly every annual report design award the design industry has to offer—including a spot in the AR100 from The Black Book.

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Annual Report Theme - 2002


Annual Report Theme, 2002:
“it works”

Countless people at PacSun turn teen lifestyle culture and trends into financial growth and profits for the brand. Thanks to those people—the brand works.

 

 


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Annual Report Theme - 2002


Annual Report Theme, 2002:
“it works”

Countless people at PacSun turn teen lifestyle culture and trends into financial growth and profits for the brand. Thanks to those people—the brand works.

 

 

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Outcome - 2002



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Outcome - 2002


Annual Report Outcome, 2002.

We weaved the theme "it works" throughout the annual report by profiling executive and senior-level leaders behind PacSun's success and the principles that guide both their day-to-day and long-term organizational responsibilities and visions.

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Annual Report Theme - 2003


Annual Report Theme, 2003:
“opening soon”

After a year of rapid expansion for PacSun, the brand looked back on the business decisions that would fuel the next year's growth.


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Annual Report Theme - 2003


Annual Report Theme, 2003:
“opening soon”

After a year of rapid expansion for PacSun, the brand looked back on the business decisions that would fuel the next year's growth.

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Outcome - 2003



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Outcome - 2003


Annual Report Outcome, 2003.

PacSun credited it's total year's sales growth of $200 million to four specific businesses—PacSun, PacSun Outlets, d.e.m.o., and e-commerce—each with their own unique drivers for success. We helped the CEO and Investor Relations Teams explain how those businesses and cultural trends contributed to the company's sales and earnings growth.

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Annual Report Theme - 2004


Annual Report Theme, 2004:
“we get it”

PacSun's formula for success was simple: understand teen lifestyle and stay on top of changing fashion trends by listening to customers.


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Annual Report Theme - 2004


Annual Report Theme, 2004:
“we get it”

PacSun's formula for success was simple: understand teen lifestyle and stay on top of changing fashion trends by listening to customers.

pacusn_ar04_feature_sleevecover.jpg

Outcome - 2004



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Outcome - 2004


Annual Report Outcome, 2004.

As the leading retailer of everyday casual apparel, accessories, and footwear for teens and young adults, PacSun stayed on top of changing fashion trends by listening closely to their customers. So, the annual report communicated how the understanding of people led to the year's outstanding financial results.

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Annual Report Theme - 2005


Annual Report Theme, 2005:
“going further”

Looking back on the year, the financial success of 2005 left plenty of room for growth in 2006 and beyond.


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Annual Report Theme - 2005


Annual Report Theme, 2005:
“going further”

Looking back on the year, the financial success of 2005 left plenty of room for growth in 2006 and beyond.

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Outcome - 2005



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Outcome - 2005


Annual Report Outcome, 2005.

Designated as one of the 100 best-designed annual reports in the country, this annual report won an AR100. Innovative typography and vibrant color blended with surf and sun lifestyle photography to paint a bright picture of PacSun’s target market “Going Further.” The annual was also featured in a McGraw-Hill post-graduate accounting textbook.

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Annual Report Theme - 2006


Annual Report Theme, 2006:
“an original”

 After a poor financial year, the story we told was one that got back to the company's roots: focused on skate- and surf-wear.


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Annual Report Theme - 2006


Annual Report Theme, 2006:
“an original”

 After a poor financial year, the story we told was one that got back to the company's roots: focused on skate- and surf-wear.

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Outcome - 2006



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Outcome - 2006


Annual Report Outcome, 2006.

After years of record-setting financial success, PacSun had it's first down year. Our creative agency developed an annual report that supported the interim CEO's vision of refocusing attention to the brand's roots: skate- and surf-wear.

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