What do you see?
St. Modwen is a different sort of property development organisation, with specialist experience and a unique skill set. Our challenge was to capture this difference in words and imagery and use the 2015 annual report to differentiate St. Modwen from its peers, demonstrating the investment case with clarity and creativity.
The front cover immediately marks St. Modwen as a distinctively different company in a marketplace characterised by me-too players. The concept is based on 'potential', with the headline 'What do you see?' challenging readers to think again about regeneration and opportunity. On the following pages, this leads neatly into discourse on the St. Modwen way of looking at the property sector. Where others see problems and challenges, St. Modwen sees jobs, communities and income. The flow of these early pages sets the tone for the narrative and structure that follows, as the report guides the reader through St. Modwen's capabilities, achievements and prospects.