Branding specialist Lloyd Northover has designed the annual report for support services provider May Gurney as it seeks to communicate its consolidated services offer.
May Gurney delivers essential services such as household recycling and waste collection and maintains road, utility, rail and waterways networks for communities across the UK. It works within the public and regulated sectors, and briefed Lloyd Northover to create a report that not only delivered the vital statistics, but communicated May Gurney’s unique offer with clarity.
‘The annual report had to be bold, professional and communicate a complex offer with simplicity,’ said Andrew Slater, director of marketing and communications at May Gurney. ‘We were especially keen to promote the benefits of delivering front line services in a joined-up way so that they work better for local communities and drive more value for our clients.
‘Our success is judged primarily by how effectively our services allow people to run their day-to-day lives. Our annual report has to showcase all this, in addition to demonstrating best practice.’
Lloyd Northover created a style that balances bold professionalism with the human face of May Gurney.
‘We’ve positioned creative around the idea of being essential – May Gurney is an essential part of life for nearly half of the UK population,’ said Rebecca Price, managing director at Lloyd Northover.
‘The report cover is confident, sporting a plain, typographic treatment with a clear hierarchy that trades off the power of the copy. This basic tone is carried through inside the report, where we’ve used a balance of photography and illustration to bring in a human element,’ she added.