ICAEW Annual Report

So much more than the numbers



As a progressive and forward-thinking organisation, with proud carbon neutral status, the Institute of Chartered Accountants in England and Wales (ICAEW) look upon their annual report as an important moment in time to reflect and importantly look forward.

Emerging from the pandemic, they wanted to raise the bar higher than ever before, taking a digital-first approach to their annual report and reporting on their achievements and plans in a way that would creating a sense of pride and demonstrate a clear and differentiated value.


To meet the challenge, we recommended using the annual report opportunity as a way to tell the story of the organisation in a powerful way. Connecting the strategic narrative firmly to the people behind the success, and putting employees and members at the heart of the report.


We developed a striking new visual approach, working with expert photographers to showcase ICAEW members and employees, with striking and energetic portrait photographs. We combined these with snappy headlines and bold use of brand accents to draw readers in and bring the organisation to life in a new way.

We designed a bespoke landing page for the report, providing different ways that users can access the report: whether they have 1 minute to read (film), 5 minutes (highlights) or plenty of time (full report). Assets were specially designed to make it easy for ICAEW’s own people and wider audiences to share in the news of their new report across own social networks.