GFH. Annual Report 2025

A perfect platform for tasty print design

We’ve been proud partners of GFH since 2015, working alongside their team to help define and evolve their brand through the years. From our original rebrand in 2013 to today, we’ve created all of GFH’s annual report designs. With each year, we have pursued the outer edge of graphic design, storytelling and brand expression. In 2025 we raised the bar again, with a prestigious new report based on the theme of Platforms for Performance.

The creative challenge

We were appointed to create GFH’s 2025 Annual Report after another successful year and the client wanted to apply the same Platforms for Performance theme from the calendar project without it feeling repetitive. The creative team at Unisono took on this challenge and set to work creating an annual report that was infused with platform design cues in a manner that avoided a “seen this before somewhere” reaction.

The creative strategy

We reimagined the platforms theme and applied it to the way GFH builds its investment vehicles and evaluates opportunity. The firm looks at markets and opportunities with stable growth patterns and positive cash flows that perform well in the medium to long term. The idea was to show progress as something built deliberately and intelligently, rather than pursued through a fast-in, fast-out trader mentality.

The bag and slipcase features a pattern device created by the Platforms for Progress line, applied on the covers using a pillow embossed foil in a single regular weight of Commercial Type’s Guardian Sans Agate.

The slip case reveals the covers of the two volumes, distinguished by the two paper stocks — GF Smith Orchid Racing Green and GF Smith Orchid Ice Blue — used for the report and the financial section. Set on top of the pattern are titles for each volume, set in a delicate and subtle Rose Silver foil. The contrasting finishes across the two stocks create a clear visual distinction between the narrative and financial sections.

The contrasting print volumes for the front section and the financials provide intrigue and the different light reflections encourage interaction with the volumes while clearly setting the two works apart. After extensive testing, the paper and foil combination was refined to achieve the balance of contrast and subtlety we had envisaged.

The duality continues with the internal typographic content spreads, split into two-column asymmetric layouts, with the weightier column falling on the right of the spread and the numerical, title or iconic content falling on the left. This design approach builds consistency across the report and eases cognition of the content in large volumes.

The tension in the two-column spreads is further supported by the application of elements such as numerical call-outs. Large open areas on layouts feel complete with a call-out strategically placed in the right location. The layout tension is also reinforced by typographic call-outs with two-column underlines or strokes. Aligned to the baseline of the images, these strokes support the call-out and promote visual consistency from verso to recto across the spread.

The numerical section breakers or interstitials use spot varnished typographic details. The key data in the report is made into a hero of the work thanks to minimal, contemporary looking charts. The two-column design is carried through again, with the title in the lighter left-hand column and the weightier chart element on the right.

The results of our 2025 annual report work

We worked on every aspect of the 2025 GFH Annual Report, from concept and design to copywriting and the core craft of the final production. The covers of the reports feature a fold-back section complete with pillow embossed foil, creating a sensory and arresting front cover. The proofing process was extensive and the end result was worth the late nights even thought relationships and the elasticity of deadlines were tested.

The end result of the 2025 GFH Annual Report project is an impressive product: a creative report that commands attention from the very cover and sustains the reader’s curiosity through every section and across both volumes. The reception to the report from all recipients has been excellent, and we are already discussing next year’s concept.

Hisham Alrayes, the CEO of GFH, gave us a one-word review of the work: “perfect.” This says it all.
We thank GFH and their Corporate Communications team for their assistance in delivering this report. It was exciting, challenging, and very rewarding.

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.