ICAEW: An award winning annual report



For the Institute of Chartered Accountants in England and Wales (ICAEW), their annual report represents the format of communication that best showcases their achievements and plans,  in a way that most creates a sense of pride and demonstrates a clear and differentiated value.

As a progressive and forward-thinking organisation with carbon neutral status and a broad range of stakeholder needs, the annual report needed a narrative and structure that focused on the impact of ICAEW; and in the words of CEO Michael Izza:

…how members are providing leadership on some of the most significant challenges facing our planet … and its potential impact on the public.


We recommended that the annual report be used as an opportunity to tell the story of the organisation in a powerful, engaging way.

This would be achieved by connecting their purpose and strategic narrative to their impact, which is evidenced through the people behind their success.

Explicitly placing employees and members at its heart, the aim was to and make the most of surfacing real human stories and their impact on the organisation, the industry, society and the environment.

How we did it

By featuring people front and centre with hero photos and content that spoke directly to the foundations and themes of the strategy, we gave the report personality and authenticity.

We delivered the report in an accessible way via a bespoke landing page, with user-friendly and targeted sections that optimised user experience.

By doing this, we opened up the opportunity to leverage additional stakeholder reach via email and social communications.

We continued to add value by connecting the Annual Report content and brand across other corporate communications including an integrated reporting suite.

Discover ICAEW's annual report


Winner of the gold award for Online Annual Report – Corporate & Financial Awards 2023

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