Financial annual reports have become more comprehensive due to the Tabaksblat governance code and international legislation, but they have also become increasingly voluminous and inaccessible. That presented ABN AMRO with a tricky question. How do you compile a powerful and meaningful annual report?
Edenspiekermann developed 2 documents for ABN AMRO: a comprehensive financial annual report with a corporate identity, and an illustrated corporate magazine. The latter provided an accessible summary aimed at a wide audience. As such, ABN AMRO fulfilled all requirements and was able to communicate in a powerful way.
ABN AMRO’s brand values are professionalism, transparency, trust, teamwork, ambition and innovation. These brand values form the organisation’s genetic make up.
Edenspiekermann allowed the brand values to form the basis of the 2 documents. They were represented inside the magazine by a chain of text. The last word of the previous sentence formed the first word of the next. It led the reader from action to reaction throughout the magazine.
The annual report was published in English as well as Dutch. Edenspiekermann provided the concept, design and photography.
ABN AMRO’s 2006 annual report illustrated in a more accessible way who it is and what it had achieved. The bank demonstrated active execution of its brand values and in doing so, made a statement like no other. Furthermore, it serviced its different audiences in the appropriate manner with this report.
