CBRE
Corporate Annual Report
My Role: Editor, Copywriter and Designer, Corporate Communications Strategist
Collaborators: Content contributors from multiple departments, Senior Leadership team
Background: As the fiscal year comes to a close and strategic planning for the next year is well-underway, publishing an Annual Report is a great way to end the year with a memorable statement recapping the wins and the opportunities. I was asked by a Global Workplace Solutions (GWS) team to help them publish their first annual report which would be provided to their key stakeholder. Timing was of the essence because the digital report was to land in the lap of this leader in the days before his personal annual review, ensuring he would have the annual report fresh in his mind.
Outcome: Created a 42-page flipbook which was distributed to the senior leadership team and key client. This annual report was used as a case study and presented on as part of a thought leadership panel.
Challenge
Prominently feature the senior leadership team AND team members who received recognitions
Collaborate on content with busy leaders
Show collaboration and service; demonstrate value and trusted partnership; show care for and knowledge of strategic initiatives
Solutions
Feature #OneTeamMcKesson moments.
Storytelling followed a then vs. now flow since this was a year of transformation.
Directly correlate successes to strategic goals.
Include quotes and shout out; use emotional imagery.
Keep the design visually interesting with infographics and stats.
Be open and transparent about opportunities and forward looking perspectives.