Following the »Strategy 2025«, EnBW is transforming itself from a traditional energy supplier to an innovative and sustainable infrastructure partner.
The company wants to make this noticeable by giving its annual report a new look, too. Clarity, conciseness and transparency for all stakeholders as well as a clearly perceptible change for the entire readership – these are the requirements for the content and redesign of the Integrated Annual Reports 2018 to 2020. Because in addition to the traditional business areas of energy generation (with the focus on the expansion of renewable energies) and grids, EnBW now offers equally comprehensive forward-looking products and services in the areas of e-mobility, neighbourhood development and broadband.
Truffle Bay succeeded in a pitch in 2018 to be responsible for the redesign of the titles, the concept, editing and design of the image section of the integrated annual and quarterly reports as well as the facelift of the management report together with the responsible team at EnBW. In the process, Truffle Bay translated EnBW's entrepreneurial transformation into a fresh and young look for the annual report, while at the same time ensuring EnBW's recognizability.
The redesigned 2018 Integrated Annual Report was awarded the German Design Award 2020 (Winner) in the »Editorial« category.
The central conceptual idea of the visual implementation is the theme »draft«: Just as an artist or architect brings his idea of something new onto canvas with a pencil or brush, the Annual Report uses the »man-made brushstroke« as the characteristic stylistic device to illustrate EnBW's future topics. The guiding idea of the design is consistently visible and perceptible both in the title design of the Annual Report and the quarterly reports as well as in the image section through large illustrations and hand-drawn, informative and at the same time entertaining graphics and handwritten lettering. The overall impression is thus light, human and sketchy.
For EnBW, this year's title »TRANSFORMATION« not only describes the company's own, constantly advancing transformation from a traditional energy service provider to a holistic infrastructure partner, but also refers to the challenges the company is increasingly facing today. What new ways of working are there and how are they changing customer needs? What influence does this have on market conditions? And with the help of which partners and product innovations can the topic of networking be expanded so that »renewable energies« are future-proof?
The title »E-MOTION« stands for e-mobility – both in the sense of »emotion« and »motion«. Thus the topic of electromobility is also illuminated from very different perspectives: Where does Germany stand in international comparison? How does EnBW intend to help e-mobility achieve its breakthrough? What expectations do customers have? And why are partnerships with other companies so important in this field in particular?
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test