In the world of theme parks, those built by Sim Leisure Group are a breath of fresh air. To them, the idea of fun is simple – unbridled, imaginative and pure. After a year where COVID-19 rocked the world, it was imperative that the spirit of enjoyment was kept alive. These considerations informed the simple and approachable design of the Sim Leisure Group annual report, projecting a sense of optimism that the good times would return.