Chapter One
From statutory report to strategic narrative
Ranked 9th globally and consistently placed in the QS top 10, University College London (UCL) is one of the world’s leading universities with a well-established academic reputation and global influence.
Its Annual Report has consistently met its statutory and regulatory requirements, setting out financial performance, governance and academic activity clearly and comprehensively.
As UCL approaches its bicentenary and expands its global presence, the Annual Report needed to do more than document the year’s activity. It needed to reflect the scale, ambition and confidence of a global top 10 institution. The aim was to move beyond a detailed record of the year and create a strategically led, narrative-driven publication.
UCL wanted the report to align more closely with its Strategic Plan 2022–27, bringing together academic excellence, financial resilience and societal impact into a single, coherent narrative, while strengthening engagement with regulators, funders, partners and donors. The design and structure also needed to reflect the stature of the institution.
The brief was not to change what UCL reports but to elevate how that story is told. We worked closely with UCL to reshape the Annual Report from a strategic, editorial and visual perspective, building on strong foundations to create a more strategically aligned publication.
Chapter Two
Connecting strategy, performance and impact
The report was organised around UCL’s five strategic priorities, connecting academic excellence, student experience, culture, infrastructure and financial sustainability as drivers of long-term success. The President and Provost’s introduction sets the tone, placing the year’s performance in a wider strategic and financial context.
Rather than presenting activity in isolation, the report focuses on progress against objectives. This demonstrates global competitiveness, reinforces institutional resilience and long-term impact, and strengthens the link between strategy, delivery and accountability.
UCL’s achievements – from global rankings and major research funding to innovation and knowledge exchange – are presented as evidence of sustained leadership rather than standalone highlights. The narrative emphasises depth, consistency and long-term impact across research, education and global engagement.
With £2.2 billion in total income, a 6.4% operating margin and a Moody’s Aa3 stable credit rating, UCL operates at considerable scale and complexity. The financial section was structured for clarity and accessibility, with key indicators brought forward to reinforce transparency and financial stewardship. This clarity is essential for regulators, bondholders and strategic partners.
Visually, the report evolved into a fully designed, brand-aligned publication. Greater emphasis was placed on editorial hierarchy, typography, data visualisation and the considered use of imagery to reflect research, people and place. Navigation and accessibility were improved to support a wide range of audiences.
Chapter Three
Reporting that reflects scale and ambition
The 2025 Annual Report now presents UCL as a globally competitive university that is financially resilient, well governed and delivering measurable research impact as it approaches its 200th anniversary.
The publication aligns closely with strategy, integrates narrative and data more effectively and strengthens engagement with key stakeholders while supporting broader objectives such as fundraising and international partnership development.
For leading universities, reporting is no longer only a compliance exercise. It is an opportunity to demonstrate stewardship, reinforce credibility, support access to capital and articulate public value. Our work with UCL shows how a considered, narrative-led approach can strengthen clarity, confidence and stakeholder engagement while maintaining rigorous compliance.
