The United Utilities brand underwent a refresh in 2016, with the new look, feel and tone of voice underlining their friendly, down-to-earth approach to all their external communications. It was extremely important that the design and layout of the print and online Annual Report reflect this new approach, so the Jones and Palmer team worked closely with the client throughout the project to ensure that we maintained a positive, inclusive connection between brand and audience.
The design and layout of the report showcased a clear and accessible hierarchy of information and used icons, colour coding and infographics to allow different key audiences to locate information easily. The recurring use of the colours of the three strategic pillars helped integrate strategic information within the report in key areas such as Value creation, KPIs, Risk, Board activities and Remuneration. This not only provided continuity through the report but also helped demonstrate the joined up strategic thinking.