Annual Reports

If I had to describe an annual report, I’d start by saying it’s a story.

Part financial, part corporate vision, part branding exercise. They convey purpose, culture, and sustainability. A window in to the company, their innovations and initiatives.

Investors would view it as a roadmap, the employees, a pulse check. Whereas the public get an understanding into how a company perceives itself, or wants to be perceived.

A good annual report should be a piece of corporate storytelling, a mirror into the company, and work as a marketing tool.