Moving from best practice to ‘next practice’
The constant challenge for CIMA is to convey how its complex organisational structure is perceived by external stakeholders.
As an organisation with commercial reliance on retaining and growing a membership base, CIMA’s aim for its 2015 reporting suite was to demonstrate their continued relevance as a though leader, engaging with potential and existing members in a meaningful way.
CIMA’s ambition was to create a ground-breaking 2015 reporting suite to position the organisation in a more progressive way, encapsulating a modern brand design with new elements this year, including dynamic videos and interviews aligned with a tone of voice and imagery to break the ‘traditional’ mould.
The ground-breaking 2015 integrated reporting suite positions CIMA as progressive and modern with a digital focus. Dynamic videos and interviews with CIMA’s stakeholders provide an external perspective of how CIMA generates value through essential partnerships. The magazine style presentation and editorial theme ‘Powering up for success’ reflect an organisation shaping the future of the accountancy progression and breaks the traditional mould of reporting.
Communicating CIMA’s value
CIMA’s value creation story is told through a series of insightful conversations with key stakeholders. The resulting videos re-inforce the strength of CIMA’s relationships, and enhance the concept of an ‘Integrated’ reporting by telling the story from multiple viewpoints.
Black Sun eagerly met the challenge of communicating the wider value creation story through an evolved, coherent and engaging reporting suite. This year’s project marked a resonating success in creatively funnelling key information. Magazine style was used for the integrated report in line with other CIMA’s publications, underpinned by a new theme – “Powering up for success”. This has been a big step forward from a static printed report to an innovative and engaging suite of communications.