Vodafone had 500 million customers but was facing rising competition, increasing complexity and radically shifting consumer expectations. Our brief was to generate belief in the ongoing transformation among investors, stakeholders and consumers through the creation of a 2018 reporting suite that would reach a wider range of audiences online.



Immersing ourselves in Vodafone’s new, future-focused brand positioning, we made ‘The future is exciting. Ready?’ the report’s ‘red thread’. We focused on improvements to the previous year’s design, structure and narrative to reflect the company’s drive for digital excellence and bring clarity for non-specialist audiences. Elsewhere we took bold steps to revitalise Vodafone’s online reporting by allowing the company’s audiences to pick and choose the content that was most relevant to them.



Vodafone’s 2018 printed report integrated the new brand and digital messaging, aligning with best practice in an engaging way.

The online approach was a simple, informative, user-friendly, swipe-as-you like experience. Allowing users to select the levels of detail they needed helped achieve Vodafone’s core objectives: online readers now represent 80% of the total, and report downloads have increased year-on-year.

Stakeholder feedback suggests the report showcases Vodafone as the high-potential, future-focused company it is today.


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