They’d led the company for the best part of 26 years, steered its international expansion and built sales to more than $1Bn. And now they were leaving. The CE and CFO of Restaurant Brands were hanging up their aprons. This year’s annual report had to address the ‘Great Retirement’ and reassure investors that strong and effective leadership runs in the company’s veins – across the board top-down, inside-out and upside-down.
The report adopts the design cues of a large-format business journal to convey a definitive and authoritative reassurance that the ship will remain steadily on course under the new group leadership. We introduced the confidence of the new group CE and CFO via a Q&A and relationship-led video for the investor site. We also designed and wrote other content to highlight the many faces of the company’s international leaders – a legacy of the departing duo.