Thriving together.

Building a strong foundation for iterative digital reporting.

Team output

Web strategy
Web design
Web development

Personal contributions

Sitemaps
Copywriting (2018 report)
Copyediting (2017 & 2018 reports)
Web strategy
Tagline

Situation.

Every year one of Hong Kong's most well-known conglomerates releases a sustainability report documenting the group's efforts at improving its environmental impact.

Since switching from a traditional print report to an online-only one, they needed a conscientious agency to elevate the visual aesthetic and user experience of their reports.

I was wheeled in (last minute) to lead (and win) the pitch and prove our value compared to (seven) other agencies (ok, we get it). Then each year our stellar project team built on our learnings and sought ways to improve report engagement...

Insight.

Past performance analytics, access to previous reports, and even visits to the nineteenth-century-founded conglomerate's private photo archives helped our team find threads for creative inspiration and advance the reports with consistency and continuity.

Our first report had to become a foundation to set up future ones. We knew that the group had established its own sustainability strategy model, but lacked an overarching idea to contextualise its efforts for the report.

Strategy.

I proposed Thriving together as the key phrase to introduce the report, inspired by a line used from a sustainability event the conglomerate hosted. This became the lead title for all subsequent reports.

Each new report built on the success of the last. Supreme account management in the team ensured client assets and feedback came early. Developers managed internal trackers so aesthetic and functionality errors got flagged at pace, mitigating severe crunch time across the team.

Year-on-year, we applied best practice from online reporting trends and created a steady foundation for page analytics and templating to speed up process, improve internal collaboration and make better-informed recommendations.

Creative.

Our team collaborated closely, building on insights and channelling the judgment of the creative team to develop the sitemap, information hierarchy, navigation and other user experience-based decisions.

This included clearer visual expression of materiality matrices, interactive charting and infographics, tightening the visual consistency between report-viewed-as-website and report-viewed-as-downloadable-PDF as well as better highlighting more valuable pages and embedding subtle animations to drive interest.

Outcome.

Teamwork. One of the biggest and most extensive projects for the agency per year, everyone in the project team worked well togther and built on learnings from each report to make next year's better and better.
Discipline. Tight, legally-mandated client deadlines meant ours had to follow suit. Crunch time lessened with each year's report.
Engagement. Key pages detailing the group's performance data were neglected. We lifted page visits and interaction counts by building interactive tools and diagrams to improve readability, data comparison and the ability to share.