Fishburn Hedges builds Alfred MacAlpine reports

Fishburn Hedges has designed both the Safety, Health and Environment Review and the annual report for Alfred McAlpine. The combined fee for the two projects, published together this week, is believed to be close to six figures.

Construction group Alfred McAlpine has undergone a radical repositioning during the past 12 months, after the sale of its house-building business to Wimpey.

Fishburn Hedges associate director Sally Robson says the annual report needed to highlight the company’s repositioning to an infrastructure services provider.

She says the design illustrates how Alfred McAlpine has changed by drawing attention visually to the more project management-based work the company now does.

‘This year we took the focus away from the building site and towards the office and the photos are of employees, where before they were just of buildings,’ says Robson.

She adds, ‘The report is just as much for employees as shareholders, so we’ve included soundbites from them too.’

The SHE review, meanwhile, has a ‘clean and contemporary’ look to reflect the group’s commitment to environmental concerns, says Robson.

The review, Alfred McAlpine’s first ever, was commissioned to emphasise the company’s record as a conscientious employer, according to chief executive Oliver Whitehead.

‘Environmental responsibility is now a formal part of our working philosophy and this review reveals the progress we’ve made,’ he says.

It is the eighth year running that the consultancy has produced the annual report and both jobs were awarded without a pitch.