Digital storytelling for the largest public transport company in Norway

Ruter plays a crucial role in society and accounts for more than half of all public transport journeys in Norway. Ruter is also a cutting-edge company when it comes to testing new and sustainable mobility solutions. In 2019, Ruter launched more future-oriented and sustainable offerings than ever before.

Ruter’s annual report plays a key role in setting out the events of the year as well as Ruter’s visions and challenges for the future. Although annual reports are mainly used to report on a company’s financial situation and development, they also provide an excellent platform for celebrating all the successes achieved throughout the year, showcasing the lessons that have been learnt and thanking customers, owners and employees for their fantastic efforts.

The target group is wide and ranges from Ruter’s employees and owners to government officers, business partners and journalists. Optimising the design of the annual report to convey the company’s message and key information in the best way possible is critical. The annual report is Ruter’s public face when it comes to strategic priorities and opportunities – and, as such, an important part of the brand building for Ruter’s specific target groups.

A great deal of information generated over an entire year needs to be communicated. This means that the work on the annual report is resource-intensive and involves many stakeholders, departments and contributors. The annual report also has to reach a wide target audience. The digital format opens up many new opportunities, and we used interactive diagrams, video, simple and straightforward navigation and organisation for building up exciting articles using a varied module library.

To make the web solution work as an even better tool for use on a day-to-day basis, we developed a comprehensive download centre where users are able to download PDFs and all interactive diagrams as picture files. These can be used in presentations or be sent to external resources and the media.

As well as a universal design, the website was designed on the basis of good information architecture and navigation, organic design and messages that reach their many intended recipients. On this project, we provided the communication concept, solution and information architecture, UX/UI, web design, front-end and back-end development, project management and content upload. The technical solution is based on WordPress using Vue.

Visit the annual report here. 

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Annual reports and IR web

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