Mothercare wanted to adopt a more pared-back approach compared to previous years. The challenge was to produce a Report which reflected the company’s brand, while helping them to convey their efforts to transform the business to ensure a successful and sustainable future.

Strong typography was the key to achieving this. A monochrome typestyle using a greater variety of tints gave some depth, and a simplified approach to both the Strategic and Governance sections helped ensure a clear, succinct Report. We also changed the previous Report size to A4, which positively impacted on costs too – particularly on postage – the ancillaries (Notice of Meeting, Proxy Form) and on the Report itself.