The Severfield Story
Severfield is recognised as a world-class leader in structural steel, known for delivering projects to the highest possible standards.
Following a challenging period for the UK construction market since 2013, the Severfield management team has successfully undertaken an operational turnaround plan and in 2016 set out their strategic targets, including a target to double 2016 underlying profit before tax to £26m by 2020. Significant projects include 22 Bishopsgate, the retractable roof at Wimbledon No. 1 Court, the new stadium for Tottenham Hotspur FC, Ordsall Chord, Manchester and the Victoria and Albert Museum, Dundee.
It was vital that in this year’s report, the continued progression made by the Group against its strategy, which has continued to deliver operational and financial improvements, was communicated throughout to showcase the investment proposition.
A review of last year’s report was taken to establish areas that could be developed further and where improvements could be made within the story. It was important, this year, that the development — from last year to now — was communicated straight away, and so the strapline on the main cover was changed from “Building a solid platform for growth” on the 2016 report to “Building from a strong foundation”.
In order to communicate the investment proposition, specific sections were added such as “Our unique offering” and also a cleverly designed stitched-in booklet to showcase some of the Group’s key projects undertaken in the year. These case studies are supported by imagery to demonstrate both the scale of the structures and the breadth of the markets that they cover.
Sustainability and health and safety are extremely important to operations and so, this year, it was key that this was communicated. Introducing the ‘How sustainability supports our business model’ section into this year’s report enabled the Group to communicate the launch of a further programme of operational improvements under the banner ‘Smarter, Safer, more Sustainable’ to drive further operational efficiencies and help the Group in achieving its overall strategy.
A well designed, clearly communicated story has been produced at the end of this project both in print and online as a full HTML report.