SAS moves the Sainsbury’s 2013 Annual Report online

SAS has designed the Sainsbury’s 2013 Annual Report, including an online version, which uses seven videos to show the five main areas of focus within the retailer’s business strategy.

Sainsbury's 2013 Annual Report by SAS

The consultancy has worked with Sainsbury’s for nearly ten years and aimed ‘to use creativity to engage the audience with Sainsbury’s strategy, performance and investment case,’ according to SAS design director Jamie Long.

Sainsbury's 2013 Annual Report by SAS

He adds, ‘Clear, user-friendly navigation of the site also enables immediate access to all other content, including downloads of sections of the report.’

Sainsbury's 2013 Annual Report by SAS

An introductory video has been included of Sainsbury’s chief executive Justin King talking to camera, followed by stop-frame animations illustrating the areas of focus within the company’s business strategy.

Sainsbury's 2013 Annual Report by SAS

The same visual approach has also been reflected in the printed version of the report, which Long says is a ‘lively and engaging review of the business’.

Sainsbury's 2013 Annual Report by SAS

You can see the full online report here.

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  • Chris O'Brien November 30, -0001 at 12:00 am

    Hardly ground breaking work now is it. If SAS aimed to ‘use creativity to engage the audience with Sainsbury’s strategy, performance and investment case’, then I’d say they failed. A few pieces of pseudo stop-frame animation does not make a great website. Better luck next year chaps.

  • Ian Hayden November 30, -0001 at 12:00 am

    Ground breaking? Maybe not but what SAS have done successfully is take something that is typically routine, confusing and inaccessible and opened it up to be understandable and relatable for everyday folk like me. Navigation is thoughtfully handled, the content is managed well often with suitable context added and the whole package is wrapped up in neatly in the Sainsburys brand. I like it.

  • Chris O'Brien November 30, -0001 at 12:00 am

    Sure Ian, it’s not a bad site at all. It all comes together perfectly well. It’s just not a particularly interesting online annual report – it’s neither Sainsbury’s or SAS’ best work. Still, as you say, for what it does, it does perfectly well.

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