Chapter One
The challenge
2026 was an important year for Center Parcs. Alongside continued growth and investment in the guest experience, the business had refreshed its brand positioning and introduced a new purpose: ‘we build better worlds’.
The Annual Report needed to reflect this change. It had to communicate the strength and performance of the business while introducing the new purpose in a way that felt relevant to Center Parcs’ different stakeholders.
Chapter Two
Our approach
Working closely with the Center Parcs team, we refreshed the visual approach to the Annual Report, bringing it closer to the consumer brand while retaining the clarity and structure required of a corporate report.
The new purpose became an important thread throughout the report. Rather than confining it to an introductory brand section, we used ‘building better worlds’ to help frame the wider story of the business – from the experience Center Parcs creates for its guests and colleagues, to its relationships with communities, suppliers and the natural environment.
The visual refresh uses Center Parcs’ distinctive photography much more prominently, alongside a cleaner and more flexible page structure. Strong typography, natural imagery and a more varied editorial approach help give individual stories greater impact while creating consistency across the report.
The result feels recognisably Center Parcs: warm, human and rooted in the forest, while still working effectively as a piece of corporate communication.
Chapter Three
The result
The 2026 Annual Report provides a clearer expression of what Center Parcs stands for, as well as how the business performs.
The new purpose is connected to tangible evidence throughout the report – from creating places where families can reconnect, to supporting colleagues and local communities, and managing thriving woodlands.
