Workspace Group – 2011 Annual Report
Workspace Group is a property-based company, which provides space and services to small and growing businesses in London.
The aim of this report was to put the company’s strategy at the heart of the narrative, making an explicit link between the strategy, performance and remuneration.
Carnegie Orr developed the report’s overall structure and theme (“Home to the entrepreneur”), as well the idea of using case studies to show the strategy in action, including how Workspace applies the principles of sustainability and risk management to its projects.
My role was to:
- pin down the key messages, through interviews with the chairman, chief executive, finance director and senior operational management
- write the chief executive’s statement, chairman’s statement, case studies and sustainability sections, ensuring they captured the key messages
- create additional material that was necessary to tell the company’s story, namely the “What we do” and “Our customers and market” spreads
- edit the business review and risk management sections for sense and to ensure consistency of style
- propose which elements of the annual report should be used as the company’s full-year results announcement, and
- write interview questions for the videos which accompanied the online version of the report.
The work was done to a tight deadline, so that it was completed in time for the company’s presentation.
Agency: Carnegie Orr
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