With the objective of expressing the vision of the traditional Swiss mobility company BLS, an innovative design was chosen for the annual report. The publication consists of two parts: the 2010 annual report and the BLS Gazette. This consumer-oriented magazine, which is also available in all BLS trains, popularises and adds an emotional perspective to topics of the business report in an unconventional form. The business figures are visualised by futuristic illustrations within a closely defined range of colours. An attention-grabbing inlay entitled “The Joy of Travelling” was created by the Swiss poet and rapper Kutti MC.