Assignment: The 2013 integrated report aimed to build on the effectiveness of the Group’s first two integrated reports, which have been recognised in consecutive top ten places in the respected EY’s Excellence in Integrated Reporting awards. The theme for the 2013 report – “Working smarter” – expressed the emphasis management had placed on better executing the Group’s strategy over the year, and captured the key points of Vodacom’s competitive differentiation. It was important to retain the fresh, frank and friendly approach that has been applauded in the reporting space, while aligning the design to the evolution in Vodacom’s brand in the consumer space.
Approach: In line with best practice in integrated reporting, we made the strategic narrative in the primary report more concise and connected, and moved more of the “siloed” commentary and discrete traditional reports online. While keeping with the more informal approach that has set Vodacom’s integrated report apart in South Africa, we challenged ourselves to make all the elements of the design work harder and smarter in conveying the main storylines for the year, in keeping with the theme. Carefully considered headings, charts, info graphics, iconography and a combination of brand photos (with an African flair), marketing collateral and “snapshots” taken within the organisation over the year, were employed to convey the story simply and meaningfully in Vodacom’s slimmest integrated report yet.
Results: Client feedback has again been resoundingly positive, and the report continues to earn plaudits more broadly for its engaging and user-friendly approach. Importantly, the primary integrated report is highly regarded and well used within the organisation.