A Solar Company's Amazing Infographics Are Powered By The Sun

Remarkable infographic design and memorable branding, rolled into one.

Austria Solar's 2011 annual report ships in a foil package. Open it indoors and you’ll find a tastefully embossed cover, followed by many blank pages. The magic happens when you expose it to the sun. Watch.

It’s an elegant expression of the constant radiating power of the sun and an eye-catching way for Austria’s pre-eminent solar trade association to associate themselves with innovative thinking.

The report is the creation of Serviceplan. According to Creative Director Cosimo Möller, the inspiration came while he was sitting on a terrace, putting together a briefing. "It was one of the last sunny days in October. The sun was shining on my notepad and was reflected so intensely that I wasn’t able to read my words anymore," he says. "So the idea was born: Does it work the other way round?"

With the right kind of inks, yes it does.

Add New Comment


  • Phlip Pretorius

    My question is: So what?
    How does this contribute to a greener world? Yes its brilliant. But how well does this foil/paper decompose? And what about the production process? Is cheaper and cleaner than traditional printing?

  • Akash Kumar

    I think the idea behind the publication wasn't to make a greener impact but to come up with an innovative way to convey something related to Sun. The very fact that the use of sunlight to reveal content was used, makes it more appealing hence reach out to more people. 
    In my opinion, a larger crowd of people will become aware of solar power while reading something like this than while flipping through the mainstream book.BOTTOM LINE: Although it might have costed more to produce, the desired goal would most definitely be achieved

  • Joshn41

    I wouldn't look at it that way. A company that is working towards a greener world shouldn't be criticised for doing one thing out of many that doesnt immediately help the world, unless there is some proof that it doesn't? Simply asking how their new AGR is cleaner than usual is like telling a telecom company that they shouldn't use print media, they should only use phone and email. Just because they are working towards making a greener world doesn't mean that everything they do has to be.

  • Steve Lambert

    Beautiful. How did they do it? I'd love to see some explanation on the science behind this, or is it some kind of witchcraft?!

  • Marcoramos1

    Wikipedia has a pretty good article on photochromism; very likely this job was printed using photochromic inks.


  • Arjun Yadav

    nice info Tim. This looked like a great idea. Something innovative in the usual boring techie world.
    Just an advice - add the link to your site in your Bio.

  • dannyz

    Nice looking, I guess. We can't see anything other than the 2 zoomed in images and the video. It's a little hard to take in the design when we can't see it. :)

    The Austria Solar link doesn't work either.