Burberry – Annual Report 2019/20

Each year, we help FTSE 500 and FTSE 100 companies communicate their annual reports to stakeholders, a crucial requirement in the UK corporate space. For Burberry, the 2019/20 Annual Report came at a time of transition and a small brand refresh, making it an important moment in their corporate storytelling. While their visual direction was evolving, our focus was to translate the static PDF report into an engaging, interactive website that maintained Burberry’s premium aesthetic while ensuring accessibility and usability for stakeholders.

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My Design Approach

The goal was to create a structured, reusable, and responsive website that would retain users, ensuring they engaged with the report online rather than bouncing back to the PDF. This involved:

- Defining the page structure and determining how key sections would be highlighted.

- Designing interactive elements to make financial and corporate data more engaging.

- Ensuring seamless integration of graphics while maintaining responsiveness.

To introduce an interactive hook, we proposed a 360° live camera setup inside a Burberry runway room at the report’s launch. At the time, 360° cameras were still emerging, and integrating this feature into a corporate report was an ambitious, first-of-its-kind concept aimed at pushing digital engagement further than traditional reports.

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What I Did

- Led the UX/UI strategy for structuring the report’s content into a clear, user-friendly format.

- Worked with development teams to implement interactive features while maintaining responsiveness.

- Collaborated with content and branding teams to ensure seamless visual storytelling across devices.

- Developed the concept for the 360° runway experience, aligning with Burberry’s heritage of innovation.

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The Result

The final website delivered a visually engaging and highly interactive experience, allowing users to explore the report in a way that was both functional and immersive. The use of interactive design elements and the 360° feature helped set Burberry apart, demonstrating a forward-thinking approach to corporate reporting.

The success of this project was recognized when Burberry won Gold at a UK Corporate Communications Awards event, solidifying the effectiveness of our approach. This project was an exciting opportunity to push creative and technical boundaries, bringing innovation to an industry where annual reports are often static and overlooked.

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