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Futures Housing Group – annual report

Services: Design and digital/Strategic communications

Annual report research, copywriting and design

Futures asked us to research best practice and requirements for annual reports both within and outside the housing sector. We went right back to basics to produce a report on the latest guidance and expectations, including company and charity law as well as the Regulator of Social Housing’s standards and Statement of Recommended Practice (SORP) for annual accounts. We also reviewed a large sample of annual reports produced by organisations similar to the client, covering length, tone, channels, imagery and accessibility.

Based on this research, we were appointed to produce concepts, copywrite and design the 2020 annual report. We based this on the idea of ‘One Day’, capturing the impact of Futures’ daily activities through the words of its employees, partners, customers and service users.

The reported included ten case studies drawn from interviews with a diverse cross-section of people from apprentices to new homeowners and developers, all referenced to a ‘messaging grid’ of key strategic themes.

We produced three design ideas to bring the concept to life, each with a strong emphasis on people.

The report was completed to a tight timescale, as it needed to be launched in advance of Futures’ new brand, corporate plan and stakeholder conference.