Refining a multi-media annual report

The Brief

This year’s integrated report for Genesis evolved significantly from the global success of the 2023 report on two main fronts. Firstly, the company's strategic planning reset provided a foundation for more comprehensive and engaging storytelling. Secondly, building on the previous year's successful use of embedded video, the goal was to incorporate even more video content, ensuring that readers could easily identify this communication stream.

The Solution

The opening pages employed focused storytelling to summarise the new corporate strategy aimed at accelerating investments in renewable energy and assisting customers in electrifying their lifestyles. This layered communication approach allows both skim readers and those seeking in-depth information to grasp the same essential messages.

Having previously transitioned to a digital-first format, the report continued to prioritise user-friendly navigation. An always-visible click-through section menu enhances the screen-friendly design, with cross-referencing links strategically placed throughout. This is particularly evident in the initial scene-setting section, which features a detailed contents listing and a value creation diagram that connects the various information streams.

The design approach reinforces the aspirational, future-forward strategy through clean, confident design. Looking and feeling like the 'next generation' low carbon future Genesis is working towards and building. A stylised arrow graphic was developed to both activate the messaging throughout and reinforce the three impacts (people, planet, profit) while further expressing forward momentum with a future focused technology tone.

While maintaining a sense of continuity from the previous year, the design underwent refinements, especially in video content presentation. Images linked to video content spring to life upon clicking, seamlessly integrating within the page. This year, consistency in visual treatment, including image size and video controls, further enhances the user experience.

Additionally, this year introduced a companion document: a Climate Statement. Though aimed at a more specific audience, the design ensured that both documents convey a unified message and appearance, reinforcing their alignment with the overarching corporate strategy.

The Results

All members of the report team expressed satisfaction in delivering a report that significantly elevated the standards set by last year’s content and presentation. By commencing scoping and planning earlier in the year, the team had more time to explore technical innovations, identify additional solutions, and refine the narrative arc—ultimately showcasing the new ‘Gen 35’ strategy model with greater clarity and impact.