scope: annual report & accounts
client: Serco
sector: infrastructure & transport
Annual report & accounts – Design a concept for the Serco Group annual report & accounts, reflecting the breadth of the organisation across sectors including health, education, transport, science and defence.
Communication challenge – Develop a visual approach capable of representing diverse services within a single publication while maintaining clarity, consistency and engagement.
Concept – A human-centred approach places employees at the heart of the publication. Each sector is represented through carefully constructed photographic scenarios and supporting quotes, connecting people with the services they deliver.
Editorial design – Large-scale photography, generous white space and vertical typography build a distinctive aesthetic that balances engagement with clarity. The approach introduces rhythm throughout the report while allowing complex information to remain accessible.
Report structure – Image-led spreads are balanced with more traditional reporting sections, resulting in a cohesive publication that accommodates both corporate storytelling and statutory content.
