Goodwick Associates recently completed what turned out to be an exceedingly difficult project – the Annual Report for the Friendly Ice Cream Corporation and Subsidiaries. Goodwick Associates was contracted by Ketchum Communications, in charge of Friendly’s investor relations, to produce a piece that would be enticing to investors yet simple to read and not look "too expensive," as the newly restructured company was reporting an initial net loss. This was Friendly’s (Nasdaq - FRND) first annual report as a publicly held company in nearly a decade.

In addition, an already demanding budget and timeline (six weeks) was made even more challenging, as the project jumped from an initial 28 pages plus cover to 48 pages plus cover. Knowing the piece had to look impressive on such a stringent budget, Goodwick’s design team pursued a sensible yet imaginative one-color print solution throughout. Using the company’s corporate red in spot color to accent a blind emboss-deboss ice cream sundae design, the result was a cover that was clean, appealing and visually arresting.

The interior pages relied on a simple but elegant use of type and space. Black and white photography accompanied the Chairman’s Letter, and tasteful line art was added sparingly to the opening overview. The interior checkerboard stock (Strathmore Elements Checks) was chosen to emulate the parquet flooring and table covering details of the Friendly’s restaurants, as well as an overall ice cream shoppe experience, while the cover stock (Mohawk Irish Linen) complimented the effect with its heavy linen napkin feel.

"The project was a bit of a challenge," concedes agency principal, David Goodwick, "but ultimately the client was very satisfied, especially when you consider they ended up with twice the annual report for the same dollars spent and with absolutely no sacrifice in quality or overall effect."

Leverage Marketing Group currently services over a dozen accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce and Technology Center, Sealed Air Corporation, Shaws and Unilock.