Annual report design: Brief framework
A clear and comprehensive brief is the foundation of any annual report design. We use the framework below to make sure nothing is overlooked before the project starts and there is creative alignment from the outset.
Project title:
Contact name and team:
Date:
Section 1 – Context
Do you have a key message for the year? If so, what is it?
Do you have a title for the report or do you want us to write one for you?
How will the success of the report be measured?
Please provide any competitor analysis and market intelligence. Give three examples of reports you like and explain why you like them.
Section 2 – Brief
Will the document be delivered solely as a digital PDF?
If so, would you like it to include a navigable menu?*
Or, will the final document be delivered as a digital PDF and printed copy?
Is there any visual style(s) you would like us to consider?
What keywords would you use to describe the report? For instance, minimalist, vibrant or inclusive.
We will present you with a minimum of three concepts, is there any particular route(s) you would like us to explore?
Please give us as detailed a description as possible. Include your reasoning.
If you have any visual references, please provide them.
Are there any visual approaches you would like us to avoid?
Will you require any custom icons designed?
Do you have any particular photographic content you would like us to consider for the cover? Please provide any.
Section 3 – Deliverables
Please define the scope of the report, how many pages do you expect it to be?
How many infographics will there be?
How many charts and diagrams are there?
Will you require any proofreading?
If so, do you have editorial guidelines?
Will you require additional stakeholder Comms? For instance:
A designed PowerPoint presentation
An AGM notice
A letter to the stakeholders
Will you require mailing and fulfilment?
Section 4 – Timings and more information
What are your timings? Do you have a detailed schedule? Does it allow for rounds of revisions?
When in the timeline will the auditors receive a proof and when do you expect their changes?
What content will be provided and on what dates?
Attachments and further information