Why annual reports matter
Too often, annual reports get stuck in Boring Land. Recycled content, stale messaging, last year’s template on repeat. They become financial boilerplate without story or soul.
But your annual report doesn’t have to be an afterthought. Done right, it’s a powerful way to connect with audiences by sharing your organisation’s achievements and vision with clarity and flair.
We’re lucky to be working with a number of clients who see the value of a high quality annual report, and the benefits of outsourcing all or part of what is inevitably a big project. Here are a few things we focus on and some new ideas for you to think about:
- AI-powered visuals and automation – Rapid layout mock-ups, dynamic charts and branded imagery can help bring your report to life. Just bear in mind that everyone is doing it and it’s only good if it is true to your brand look, feel and voice.
- Flexible formatting – Many annual reports include some sections that are dictated by statutory or regulatory requirements, but in the main, you can structure your report to be easy to read, interesting and informative. Captions, pull quotes, break outs and highlight stats can all help lighten up a page of stodgy text.
- Digital-first – If your report is fully online, think beyond the PDF to on-screen animations, interactive elements and immersive landing pages.
- Get personal – Businesses and organisations are run by people. Weaving real voices, personal wins and big-picture story arcs into the report structure make it much more engaging. If you’re writing a CEO or Chair report, make sure you have a conversation first about what matters to them and what excites them. Share real quotes about what leaders are proud of or passionate about, not safe scripted fluff.
- Sustainable design choices – If you’re going to print, look at eco-conscious printing, recycled materials and FSC-certified paper, and remember a shorter report is a greener report.
- Real photos for real impact – authentic images of your people and spaces build trust and connection.
How we can help you
If you’re thinking well that all sounds nice but I do not have time for it, think about outsourcing.
Here’s how we can help:
- Full production from A to Z – Strategic planning, copy and content mapping, design, approvals, production
- Support where you’re stuck – Setting the structure, managing stakeholder feedback, getting sign-off. Whichever bit feels hard, we can make it easier.
- Working with designers – We liaise with creatives to ensure visuals and messaging stay on brand and shine
- Keeping the project on track – Timeline checkpoints, reminders, feedback coordination so nothing gets lost
- Design refreshes – Want to modernise your existing template? We’ll help update it with current trends without starting from zero
Annual reports shouldn’t feel like another thing to tick off – but when you’re busy they certainly can. If you need help to make the most of this once-a-year opportunity to tell your full story, drop us a line.
Kendi Burness-Cowan