United Utilities

Digital annual report design

A digital annual report design that highlights commitment to customer satisfaction and focus on performance.

Background

Annual reports often prove difficult to read and finding specific information can be a challenge, so it was critical our digital annual report design summarised key findings, and informed in a clear and engaging way how the company had performed against the promises and objectives made as part of the 2015-2020 business plan.

Challenge

We were tasked with producing an engaging digital summary of an annual performance design to help maximise the impact of this vital piece of communication.

Solution

We presented key findings and relevant content in a way that allowed the information to be digested and retained quickly and easily.

Our digital annual report design was an abridged version of the full 168-page printed version. The digital annual report design is in a user-friendly pdf format, with a very simple, yet effective layout. The interactive navigation was also kept simple and easy to use. This helps support the company in communicating its goals and performance to key stakeholders and customers, avoiding unnecessary technical features that may distract from the information.

Categorisation of the content is primarily achieved through the use of different colours, and the inclusion of graphical devices – such as icons – further help the structure of the report and improves the reader’s experience.

Strong photography helps the reader focus on the staff efforts for the customers they serve, an approach which also underpins the company’s brand strategy.

The digital annual report was also printed, so we were mindful of this in our design to make the transition from on-screen to on-page as quick and easy as possible. This helped reduce timings and costs on the project.

“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 helped us to achieve the right balance of copy, images, illustrations and interactivity 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.

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