Aviva has transformed its business and brand to put its customers at the heart of everything it does. Aviva challenged MerchantCantos to go beyond last year’s award-winning reporting suite to develop a distinctive, engaging and unique approach that demonstrates the close relationship Aviva has with its customers and communicates the quality of the management team and their strategy.
Aviva’s audience stretches far beyond institutional investors; it needs to talk to retail investors, business partners, current and potential employees, media and other stakeholders. Our insight was that when corporate and consumer audiences converge, a more familiar content style is required.
Building on the success of the previous year’s reports, we adopted a dynamic magazine style, using authentic customer stories to bring the new brand and the strategy to life. High impact double page photography, crisp language and contemporary design were used to highlight Aviva’s strength and their dedication to, and understanding of, their customers. And for the first time, sustainability content was fully integrated into the Annual Report, replacing a traditional sustainability report with a succinct summary and a detailed ESG data sheet to communicate Aviva’s narrative to each target audience. We also let the content live well beyond the publication of the Annual Report by feeding news and information into constantly updated screens in the foyer of the Aviva building.
Hot off the press, the reporting suite is bold, forward–looking and refreshing, reflecting Aviva’s distinctive style and commitment to its customers. “Thanks to you and the team for your brilliant work on the Report - it looks stunning!” Nigel Prideaux, Group Communications Director, Aviva