Kier Group

To design an engaging report that would appeal to Kier’s core and wider audiences, showcasing the Group’s Corporate Responsibility activities and progress

Sector

  • Corporate

Expertise

  • Design

Deliverables

  • Annual brochure
  • Marketing services

Awards

  • IoIC 2018 Merit - Design

The client

Kier Group plc is a FTSE 250 leading property, residential, construction and services group. It operates across a range of sectors including defence, education, housing, industrials, power, transport and utilities.

The challenge

CPL was briefed to design Kier Group’s 2017 corporate responsibility report. Important for its investor/analyst audience, the report also needed to be an effective business development tool for teams across the Group.

The CPL design team was asked to include all the legal and financial matter that analysts and sustainability experts needed to read, but to make sure it was presented in an engaging way for a much wider audience, online and in print.

The solution

CPL’s design team set out to create an engaging report to bring data and trends to life. Throughout, the team used typographic styling and infographics that adhered to, yet pushed, brand guidelines. By doing so it ensured the report was recognisable as a Kier document, but sufficiently distinctive to attract the varied audiences.

The information was prepared in a way that made it easy to extend across other communication channels.

In addition, supplementary summary and case study documents supported the main report and were designed to be instantly recognisable as part of the main suite of communications.

The results

20%

increase in downloads in the first month after publication, compared with the same period in 2016

24%

increase in visits to the Corporate Responsibility page on the Kier website since publication

Working to a tight deadline, CPL came up with a creative design that exceeded the brief. They were meticulous in their attention to detail at every stage of the process – from initial concepts through to sub-editing, proofreading and the extensive sign-off process.

They have also helped us maximise the content by creating additional design elements and solutions for social media and other communication channels.

 

Gareth Rondel
Head of group corporate responsibility

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