Structure and Concept
Conviction requires Structure.
Editorial Concepts
Our clients’ PR and communications departments are structured in very different ways.
Some develop the structure of the report themselves and deliver the finished text.
Others are open to external ideas and are keen to see what we come up with for the upcoming topics and their presentation in the annual report.
We are open to this and are happy to develop the concepts.
We enjoy working in a high-impact manner and structuring the annual report thematically.
The individual topics are influenced by the social environment and, of course, by the corporate strategy.
In other cases, a classic look may be more appropriate if the target audience tends to appreciate a timeless, serious appearance. Of course, the conceptual approaches depend on the industry—for financial services, a more restrained design is likely to be chosen than for a consumer electronics provider.
The stylistic elements are primarily based on the company’s brand design. In many cases, however, the annual report is also a welcome opportunity to expand or further develop the corporate design. It depends on the specific intention and purpose of the annual report.
Substance and Relevance: the Ingredients for a Report that gets read.
We are all familiar with the statistics on how annual reports are used. A few seconds of orientation, then either a glance at the hard facts or a search for personal relevance.
Of course, reading behavior depends on the target audience and the reading situation. But one thing always applies: despite all the legal caution required in wording, boredom must not be allowed to set in.
Dramaturgy
We are all familiar with the statistics on how annual reports are used. A few seconds of orientation, then either a glance at the hard facts or a search for personal relevance.
But it is always the agency’s job to implement a dramaturgy (either developed in-house or adopted) in such an attractive way that readers enjoy reading it.
