DB Annual Report

When DB was delisted from the stock exchange more than a year ago, the opportunity to communicate with a number of its audiences through the annual report was lost. The challenge for the company was to produce a document with the same status as the annual report but minus the financial information.

It also provided DB with the opportunity to communicate a more ‘rounded picture’ of the company. The fundamental business strengths receive appropriate coverage, and other areas, such as environmental performance, social responsibility and human capability, are talked about in more detail.

And as it was also DB’s 75th anniversary, there is a focus on important historic milestones and the contributions of the iconic Morton Coutts and Sir Henry Kelliher.

However, the document also communicates that it’s business as usual – the same people, the same products and the same progressive thinking.

The end result is a document that is bold, optimistic and confident, which conveys that DB is poised to take a significant step towards higher levels of achievement and performance.

Since its release the document has received universal approval for its innovative style and the manner in which the corporate culture has been depicted.