Annual Report Design: Themes for the Year
As part of our stage one briefing process, we will ask if there is any particular theme or messaging that encapsulates the year. This article explains why we ask and what it means for the report’s design.
Not all organisations feel the need to have a theme or an overarching message for their annual report, some are happy with the generic title ‘Annual Report and Financial Statements’. However, companies who are looking for more comms-based messaging – an overall theme for the annual report – offer an opportunity to communicate to the stakeholders a more emotive message.
What is a theme and how does a client set about defining one?
We help our clients go through the process of defining a theme if they need support. We do this by questioning the year’s successes, achievements and changes in the business amongst other things.
It’s not always easy to put into words what can sometimes be a complex message.
Often the client wants to say too much, they try to cram too many messages into an overarching theme. It is our job to tease out the real, meaningful, message.
Common themes are sustainability or growth. We do our best to draw out messages that are a little less generic and that speak to the stakeholders more engagingly.
As an example, we encourage organisations to look at their ESG progress, B Corp application or simply the staff's well-being and development.
And so to the title of the report, based on a brief, we’ll devise a title and deliver a selection of alternatives that capture the essence of the overarching messaging.
How does this impact the design? Hugely.
The messaging underpins the entire design, and in particular the cover. We will take any messaging direction and devise a creative concept that informs and strengthens that message.
Once we have agreed on a theme, we set about writing options for the title of the report. At this stage, we may begin the creative stage, developing concepts that visually communicates and strengthens the message. Or we may wait until the report title has been approved before beginning the design process.
Any designs that we produce will be on brand and within the style guide.
Depending on the client’s brand, we may explore using photography, illustration, iconography or a typographic approach.
Then the key thing is to take the chosen concept and flow through the concept into the pages of the front end of the annual report. This can manifest itself in many ways but in particular, the chapter pages and ‘incidental’ images that deliver brand to the front end pages.
Themes and messaging are important and sometimes difficult to get a consensus. They do add a valuable additional level of messaging that delivers a rare opportunity to speak to the stakeholders. Speak to them on a level that the title ‘annual report and financial statements’ doesn't.