Annual reports include numbers, charts and information to demonstrate activities of a company and it’s yearly financial performance. The main challenge for redesigning the annual report of Sick Kids hospital was to apply more life and attraction to it. I divided the design process into three steps. First of all, I identified my target audience and I re-designed the annual report accordingly (mostly men and women, age range: 35 to 50 years). Secondly, I needed to implement their brand identity into the design and make it easier to read and follow at the same time. Last but not least, the design necessity was to have a clean and clear layout for presenting the annual report statistics and information.