Annual performance report

We produced an annual performance report that effectively presents United Utilities as a company committed to its values and which delivers on its promises.

Background

Exceptional customer service is at the heart of United Utilities’ mission. In recent years, the company has introduced significant improvements and innovations, reinforcing its commitment to service excellence. Now on track to achieve its vision of becoming the UK’s leading water and wastewater provider, United Utilities continues to deliver outstanding customer experiences while creating value for shareholders.

Challenge

United Utilities tasked us with developing a comprehensive and engaging annual performance report that would go beyond merely presenting data. The goal was to create a document that would clearly and convincingly reflect the company’s commitment to its core values of integrity, innovation and customer service, ensuring that the report resonated with a broad audience, including stakeholders, customers and investors.

The report needed to function as an accessible and insightful resource, detailing United Utilities’ ongoing efforts, key achievements and future objectives in a way that was both informative and visually compelling. With varied audiences engaging with the report for different purposes, it was essential to ensure that the content was structured in a way that allowed for quick takeaways while also providing deeper insights for those looking for a more in-depth analysis of the company’s performance. Additionally, the impact of United Utilities’ initiatives needed to be conveyed in a way that went beyond raw statistics and figures. While data played a central role, the report also had to connect on a human level, illustrating how the company’s work directly benefits customers, communities and the environment. This meant crafting a report that would not only inform but also engage and inspire, ensuring that readers could truly grasp the significance of United Utilities’ commitment to delivering excellent service, driving innovation and upholding integrity in every aspect of their operations.

Beyond its informational purpose, the report had to serve as a valuable corporate tool – a document that would reinforce United Utilities’ reputation as a leader in the industry while also positioning the company as a forward-thinking and customer-focused organisation. This meant integrating a design approach that would be modern and easy to navigate. The challenge was not just about creating a visually appealing document but about ensuring that the report would be memorable, impactful and easy to understand.

Solution

We developed a report design that not only effectively summarises key findings but also reinforces United Utilities’ dedication to its core values and commitments. The objective was to create an annual performance report that would showcase the company’s progress, while making complex data and insights accessible, engaging and easy to understand.

Striking the right balance between detailed content and compelling visuals was crucial in ensuring that the annual performance report served as an informative yet visually appealing document, designed to engage a diverse audience of stakeholders, customers and investors.

With 168 pages of detailed information, performance insights and statistical data, we carefully structured the content to ensure that it would capture and sustain the reader’s attention from start to finish. Rather than overwhelming the audience with excessive text or data-heavy sections, we designed the layout in a way that would encourage active engagement with each page. This meant breaking down complex concepts into more digestible sections, allowing readers to absorb key takeaways at a glance while still providing deeper insights for those looking to explore specific areas in detail.

To establish a strong emotional connection between United Utilities’ initiatives and their impact on real people, we incorporated powerful, high-quality photography throughout the annual performance report. Images of United Utilities’ teams in action highlight the dedication and expertise of the company’s workforce, while lifestyle photography of customers and communities reinforces the human aspect of their services. By placing these visuals alongside key statistics and performance indicators, we helped humanise the data, making it more relatable, meaningful and engaging.

Given the volume of information included in the report, we also introduced illustrations and infographics to enhance clarity and readability. This visually-driven approach ensured that the content flowed naturally across pages, guiding the reader through different sections in a logical and structured manner. The use of colour-coded sections, distinct typography and custom-designed icons helped categorise information, making it easier for the audience to navigate between different topics and locate key insights quickly.

Recognising the need for flexibility and accessibility, we also created a condensed digital version of the annual performance report, designed specifically for customers and shareholders to download from the United Utilities website. This version retained the core messaging and highlights of the full report while presenting them in a more streamlined and mobile-friendly format. To maximise our client’s investment, we ensured that the design was highly adaptable, making it seamless to transition between the full-length printed report and the abridged digital edition. This strategic approach provided multiple ways for stakeholders to access and engage with the content, whether through physical copies, digital PDFs or online summaries. By maintaining a consistent and professional visual presentation across all formats, we ensured that United Utilities’ brand identity remained strong, reinforcing their commitment to transparency, customer service and innovation.

“As a regulated business, it’s vital that we can share how well we are performing against the promises we have made to our customers and stakeholders.

In addition to supporting us to produce a document that reads well, with Plain English accreditation, the team at Parker helped us to achieve the right balance of copy, images and illustrations which makes for a very effective and engaging presentation of our key performance areas.

We’re really pleased with how the summary has turned out and feedback on the document has been great too.”

Head of Customer Communications at United Utilities.