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N Brown Group

The power of transformation

Project: Annual Report & Accounts 2016
Services: Best Practice Consultancy, Design, Digital Development,Production, Print, Fulfilment

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In brief

Our work with N Brown started at a really exciting time for the specialist fit fashion Group during an amazing transformational journey from a once direct mail and catalogue sales model to a truly digitally led business.

Following a competitive tender process we were appointed by the Group to help develop their new print and digital reporting suite to not only communicate the changes in their business model and strategic approach but also to implement and bring to life the new manifestation of the Group’s visual direction across these primary investor and corporate communication pieces.

The Group offer 3 Power Brands – JD Williams, Simply Be and Jacamo – which collectively offer global audiences the ability to buy homeware and fashions for all ages, male and female, petite to plus-size.

A Secondary Brand segment focuses on distinct customer niches not served by the Power Brands and a Traditional Segment focused on their loyal, traditional and typically more-mature customers who tend to prefer paper-based catalogues and direct-mail offers.

With an additional Financial Services division supporting their business proposition, the Group have had a strong year, achieving an H2 profit growth of 11%.

 
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In addition to using the annual report as the opportunity to shape a new look and feel for the corporate brand we also wanted to introduce a best practice reporting structure to give the Group a solid platform for not only the current report but as a foundation for ongoing year-on-year development.

 

Working closely with the IR Director, we completely restructured the report in comparison to the previous year, a new strategic report section, introduced by the Group CEO Angela Spindler, explains where the business is within its transformational process and then flows into new content which includes articulating the new business model and value proposition.

Clarity around the strategy and delivery is further supported by much harder working content for the KPI, Risk management and CSR sections. Governance has also been greatly enhanced within the 2016 report to not only add extended narrative but also improved levels of read and graphical/chart data and metrics throughout.

 

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A vital component of the reporting suite and especially given the Group's journey towards becoming a digitally led business, was the development of an online report.

The digital report provides a fully mobile optimised solution in a clean and simple single page format which provides top level performance results with the ability to deep dive into relevant PDF sections of the report for the more granular detail.

Feedback to the report has been very positive from both internal and external audiences, providing not only a powerful piece of investor communication but also a great marketing and sales tool for potential new colleagues, suppliers and outsourcing partners to name just a few.

A full PDF of the report can be downloaded from the investor section of the Group website and the online report can be accessed from this link.

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