Services
Printed annual report
Disciplines
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Consultancy
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wireframe
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graphic design
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The challenge
Mobico, previously known as National Express, wanted to redefine their brand and market positioning as a global multi-modal transport operator. The company sought to articulate a clear and integrated strategy that aligns business goals with sustainability objectives. This required a comprehensive annual report that detailed the strategic framework, integrated sustainability narratives, showcased a robust business model and demonstrated performance and accountability. Mobico’s challenge was to communicate these complex concepts in an engaging manner to build investor confidence and highlight their commitment to leading the modal shift towards sustainable travel.
Our approach
To address Mobico’s needs, the annual report was structured around several key components. The strategic framework, centred on the “Evolve” initiative, was detailed to highlight the company’s vision and goals, including five customer propositions and six stakeholder outcomes. Sustainability was interwoven into this narrative, emphasising key initiatives and ESG goals. Performance metrics were clearly presented with historical comparisons, linking KPIs to strategic outcomes and governance practices. Innovative communication techniques, including visual design elements and storytelling, were employed to enhance readability and engagement, making the report accessible to a diverse audience.
The outcome
The resulting Mobico annual report was a comprehensive and compelling document that successfully articulates the company’s strategic vision. By integrating sustainability narratives within the strategic framework, the report highlights Mobico’s commitment to environmental leadership and sustainable growth. The clear presentation of the business model and market positioning illustrates how Mobico creates long-term value for stakeholders. Detailed performance metrics and a transparent governance section fosters trust and accountability. The innovative communication approach, with its engaging visual design and storytelling, makes complex information accessible and compelling, reinforcing Mobico’s identity as a forward-thinking, global multimodal transport operator.