Headlam are Europe's largest distributor of floorcoverings.

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The Headlam Story

With this year's report linking to their 25th Anniversary milestone, the company wanted to refresh their communications. Positioning the company as the integral distribution link between suppliers and customers was a key theme for this year's annual report, with messaging and visual elements also updated across their communications suite.

A comprehensive but clear and concise report was the goal, and the strategy and business model sections were developed to help tell the company’s story in a simpler, more engaging way.

Our Approach

With this year's project we liaised closely with the team at Headlam, reviewing their current communications and providing recommendations for how to continue developing their messaging. This resulted in the creation of a wireframe, utilised to provide a structure that would enable key messages to be at the fore of the annual report.  

We worked closely with the communications team to ensure that all the messaging was clear and positioned the company with a greater focus on its distribution network.

To implement these key messages, the designs for Headlam’s report needed to evolve. A new, fresher palette of colours was introduced, and a fold-out section was included as part of the annual report to showcase the vast company business directory.

The corporate website was also updated, as part of this project, with the new colour palette filtered into the site and the new graphics for the business model and more comprehensive strategy employed within their company section. An improved company business directory was also included to help drive traffic to the company's business websites. 

A 'Yearly Review' was also developed as a high level overview of the report. This is housed in the Investor section of the corporate website, with clear signposting used to link the 'Yearly Review' and report with the rest of the corporate website, where additional information can be found. This has helped to drive traffic around the website to new areas of updated content.  

This connected messaging and visual brand update was launched simultaneously across digital and print.