GFH. Annual Report 2024

Another App-Solutely wonderful result

App-solute Transformation – Introducing the GFH Annual Report 2024

We’ve been proud partners of GFH (formerly Gulf Finance House) since 2015, working side by side to help define and evolve their brand year after year. From our original rebrand in 2013 to today, we’ve created every GFH annual report — each one pushing the boundaries of design, storytelling, and brand expression. In 2024, we’ve raised the bar once again, with a bold new theme: App-solute Transformation.

This year’s theme draws directly from the digital heart of GFH’s business — its newly launched mobile app. Designed to reflect the group’s ongoing digital evolution, the app is more than a platform. It’s a symbol of the group’s agility, responsiveness, and commitment to a seamless user experience across every touchpoint. That spirit of transformation became the core of this year’s report and design philosophy.

The Creative Challenge

Following the success of GFH’s 2024 calendar — also themed around the new app experience — the Corporate Communications team wanted the annual report to build on the same design language, while offering a fresh take that wouldn’t feel repetitive. The creative brief was to interpret “App-solute Transformation” as more than a nod to digital design, but as a holistic concept reflecting how GFH is rethinking every aspect of its business — from digital infrastructure to investment strategies.

We set out to create a report that would bring this theme to life through digital aesthetics, tactile engagement, and visual storytelling — all while maintaining the elegance and intelligence that GFH’s reports have come to represent.

The Creative Strategy

The report’s design cues are drawn directly from the mobile app interface — sleek, intuitive, and dynamic. Elements such as swipe gestures, notification pulses, loading animations, and digital gradients informed the structure and flow of the two-volume report.

From the outset, the cover makes a bold impression. The slipcase features a pattern inspired by user-interface wireframes — minimal yet dynamic — embossed with high-gloss varnish and foil finishes that mimic the feel of a glowing screen. Typography, layout and graphic elements all reflect app design principles: modular grids, iconography, and layered transitions guide the user from section to section, much like navigating a well-designed app.

Two contrasting paper stocks again split the report into its narrative and financial volumes — but this time, inspired by “dark mode” and “light mode” UI. The narrative volume uses Arjowiggins Curious Skin Black for a bold, immersive feel, while the financial section contrasts with Curious Skin Ivory, giving the data a clean and legible space to shine.

Subtle nods to app navigation — such as scrolling indicators, timeline sliders, and tab-like dividers — guide readers through the content, while maintaining clarity and rhythm. Each chapter opens with a full-bleed digital landscape, generated using AI tools and shaped by GFH’s brand identity — a continuation of the distinctive “double diamond” mark that anchors the company’s visual language.

Content Design

Typography follows a two-column asymmetric layout, echoing the dual-pane views common in app design. Key data points are set apart using call-outs and bold, icon-led infographics that not only bring the content to life but also mimic UX components like toggle switches or KPIs from a dashboard.

In the centre of the first volume, a standout spread introduces a special UV printed insert — screen-printed with a holographic ink treatment to replicate the translucence of mobile overlays. It’s a tactile surprise that layers the content while encouraging interaction and pause.

The numerical interstitials are inspired by mobile timestamps and notification alerts — rendered in a coded grid of numbers with underscore glyphs and minimal, utilitarian type to heighten the digital feel. Meanwhile, portfolio sections are punctuated by AI-generated hero images — visualised interpretations of each investment focus, shaped in the app’s interface aesthetic and grounded in GFH’s brand DNA.

The Result

From concept to execution — copy, design, print production and everything in between — the 2024 GFH Annual Report is a tactile expression of digital transformation. The cover unfolds like an app splash screen; foil and spot UV add a premium, interactive finish. Internally, the design balance between function and beauty mirrors the principles of great UX — intuitive, inviting, and engaging.

Printed on CX22 for its superior finish and ability to hold varnish, every spread subtly echoes the report’s interactive theme. It’s a report that asks to be explored — page by page, swipe by swipe.

The result? A high-concept, high-craft report that feels like the physical embodiment of a digital experience. One that tells the story of a company in motion — transforming, adapting, and leading.

Hisham Alrayes, GFH’s CEO, summed it up with a single word: “Outstanding.” For us, that’s all the validation we need.

We extend our deepest thanks to GFH and their Corporate Communications team for the trust, vision and collaboration. It’s been another inspiring year, and we’re already diving into ideas for 2025.

Want to see more?

GFH’s own website is here and their social media is here. The work we have done for GFH’s previous annual report is here.