Cécile Dumetier — London, UK

“Young designers can be easily trapped into designing trendy-looking spreads but it’s not all about the experimental layout. You should design for your audience, not for yourself, especially in an annual report where you’ve got a lot of data and content. Your design should help the reader to navigate through all the information, so think of your typographic hierarchy, keep it simple and pay attention to detail — but this doesn’t mean that you can’t be playful with it!”

Cécile Dumetier is a multidisciplinary designer and art director based in London. After working with award-winning studios in Paris and London, she now works independently on a variety of projects, specialising in branding, packaging and editorial design.