Ook jouw onderneming heeft een verhaal dat ertoe doet. Elke dag maak je impact – op mensen, op de omgeving en op de toekomst. Maar hoe maak je deze impact zichtbaar voor jouw medewerkers, klanten en andere belanghebbenden?
Schrijf je in vòòr 21 november via impact@tdcascade.com. Je deelname is gratis!
Storytelling in annual reports elevates financial metrics to a higher level: it connects strategy to results and data to meaning. It is the key to not just informing investors, customers and employees, but truly convincing them.
In recent years, annual reports have evolved from a mandatory exercise for financially driven stakeholders into a tool for building trust, demonstrating transparency and engaging a much broader audience. Yet many reports still remain purely informative: accurate, complete and correct, but emotionless. They meet the requirements, but fail to inspire. They speak to the head, not the heart. And it is precisely that emotional connection that makes the difference between a report that is skimmed and one that sticks.
With the arrival of the Corporate Sustainability Reporting Directive (CSRD), companies are required to report not only on performance, but also on their impact on the environment, people and society. This goes far beyond ticking boxes. It demands context, motivation and a clear vision for the future. Today’s stakeholders (investors, employees, customers and regulators) expect more than numbers. They expect purpose, authenticity and societal relevance. The key question is no longer what we have achieved, but why is matters. And that requires imagination.
The power of imagination is beautifully illustrated in ‘Le Petit Prince’ by Antoine de Saint-Exupéry. If you have read it, you will remember the moment when the Little Prince asks the pilot to draw him a sheep. None of the first drawings are good enough. Until the pilot tries something different: he draws a box with three air holes and says, “The sheep you’re looking for is inside.” That’s exactly the sheep the Little Prince wanted. He doesn’t need to see it to understand it. That empty box holds what he needs: space for meaning.
In an annual report, you can do the same, translate figures, analyses and strategies into stories and metaphors that people easily understand and remember. This makes key messages more clear and arguments more impactful. By guiding readers through a narrative, you create empathy and support. Future decisions become less abstract. Storytelling can be decisive in strategic choices or investment decisions.
Why do we tell stories? At its core, the answer is simple. We tell stories not only to entertain, but to share information, communicate values, and preserve culture. Thousands of years ago, we carved them into cave walls. Today, they are cleverly packaged into creative content. With storytelling, you are not selling a product, you are selling a brand, an idea, knowledge, or a reputation. Stories matter.
Storytelling works because it activates our brains in a deep and natural way. When we hear a story, not only are the language centers stimulated, but also the areas responsible for emotion, imagery and social understanding. This makes stories far more memorable than isolated facts, stories create emotional and cognitive connections. That is why storytelling is so powerful in an annual report: it transforms figures and results into a meaningful narrative people can relate to. The report becomes a strategic communication tool that goes beyond mere reporting.
An annual report must be solid. The numbers clear, the accountability airtight. That is the foundation, and rightly so. But readers want more than just information. They seek motivation and meaning. A report that only informs doesn’t resonate. That is why we add an extra layer: a layer of story and significance. Not as decoration, but to bring context to life and make the organization’s mission and brand promise tangible.
Therefore, choose a clear theme, bring the essence to life through stories, give numbers meaning by linking them to real moments and make goals tangible with visuals and infographics. Those who embrace the power of imagination turn the annual report into more than a document. They create a story that sticks.
For Royal FloraHolland’s annual report, we advised looking beyond the required overview of figures and disclosures. We proposed placing storytelling at the heart of the report, stories that bring the essence of Royal FloraHolland to life.
The result? A visually rich and emotionally resonant report that goes beyond the familiar auction scenes of flower carts and bidding screens. Because Royal FloraHolland is more than a marketplace. It is a platform where millions of flowers and plants find their way from grower to customer every single day. And behind every flower lies a story.
Together we brought that story to light. About the grower who cultivates with passion, the buyer who chooses with care, and the flower that connects; offering comfort, hope, love or joy. By zooming in on the beauty and complexity of flowers and plants, we showed how Royal FloraHolland operates with precision and innovation to help growers get the best out of their products. Storytelling became the red thread. Not as a format, but as a means to convey meaning. The report became not just a reflection, but a reminder of what flowers truly do: touch and connect people.
Storytelling isn’t about embellishing the truth, it is about revealing its meaning. Ultimately, it’s not just about delivering a flawless report, but also about telling credible stories. Stories that inform and inspire. Stories that bring numbers to life. Stories in which stakeholders recognise themselves and that stay with them long after the last page is read.
Storytelling doesn’t conflict with transparency; it deepens it. It creates space for interpretation, trust and recognition, exactly what your stakeholders are looking for. So yes, draw that sheep in a box. Not because you have something to hide, but because you have something meaningful to share.
client since 2013
TD Cascade has been the reporting partner of a.s.r. Netherlands and its portfolio of various independent insurance activities for many years.
We have guided a.s.r. in the transformation from an offline annual report to a multi-channel annual report using Tangelo as tooling for pdf and online production.
Our team is responsible for concept, design, content development, coding and overall support. In 2021 a.s.r. won the FD Henri Sijthoff award for its annual report.
TD Cascade developed a visual concept that expresses the key theme of a.s.r. aligned with its strategic pillars. This visual concept is primarily used for all reporting, but it is also be applicable to other corporate communications and investor relations activities (e.g. Capital Markets Day, shareholders’ meetings) – in order to maintain consistency in storytelling.
TD Cascade provides ongoing design support to a.s.r. if and when changes or updates to visual assets and design templates are required.
Design & layout – Infographics – Content development (Photo/Video) – CSS / Coding – Art direction – Project management
client since 2024
Royal FloraHolland is the leading international floriculture marketplace with around 100,000 transactions per day. For more than 100 years, it has been connecting growers and buyers of flowers and plants. As a cooperative and therefore owned by its members/growers, Royal FloraHolland strives for the best possible market price at the lowest possible cost. Bringing together supply and demand is an important foundation for the cooperative.
For the 2024 annual report TD Cascade developed a distinctive visual story for Royal FloraHolland rooted in its core product to expresses its key values as a cooperation. Engaging imagery with floral details supported by remarkable case stories to show and tell how Royal FloraHolland adds value for its members and the floriculture sector. In addition TD Cascade designed a new set brand aligned infographics in support of Royal FloraHolland’s sustainability statements. Besides all design support throughout the entire production TD Cascade also provided the English translation and took charge of publishing the report through Publitas.
Concept, design & layout – Visual storytelling – Infographics – Art direction – Copy & translation – Project management
client since 2024
Bank Van Breda, a specialized Belgian advisory and wealth management bank focusing exclusively on entrepreneurs and liberal professions. In the realm of reporting, 2024 was particularly notable for Bank van Breda, as it marked a year of firsts. The bank aimed to publish a fully integrated annual report for the first time, opting to utilize Workiva as its platform for content and disclosure management.
TD Cascade was tasked with creating a future-proof and cohesive design solution for the new annual report within Workiva, outputting both an interactive PDF and a responsive HTML landing page.
Transitioning to new tooling entails more than just technical implementation; it is primarily a time for reflection and reassessment of content and existing structure. Additionally, it presents a distinct opportunity to enhance the overall design in terms of brand alignment, storytelling, and readability. The design and development of key visual elements, including all infographics, were also key priorities for TD Cascade.
As reporting partner, TD Cascade not only managed the implementation and rollout of all design and layout in Workiva but also offered comprehensive design support to Bank van Breda throughout the entire publishing process.
Concept, design & layout – Infographics & icons – CSS / Coding – Tooling support – Art direction – Project management
client since 2024
With its history in consumer electronics and lighting, nowadays Philips is a global leader in health technology, developing and manufacturing medical systems and equipment, through meaningful innovation in areas like diagnostic imaging, ultrasound, image-guided therapy, monitoring, and personal health. Creating value with a sustainable impact by improving people’s health and well-being is driving Philips’ strategic focus.
Design & all layout – Infographics & dashboards – Visual storytelling – Tooling support – Development & Coding – Art direction – Project management
Amsterdam
Fulltime (40u/ week)
Ben jij een ervaren DTP-er met een scherp oog voor detail en ben je bedreven in het opmaken, corrigeren en realiseren van tekst en infographic gedreven documenten?
Bij TD Cascade zoeken we iemand die design en content feilloos kan samenvoegen tot een helder en aantrekkelijk eindproduct. Je bent een echte perfectionist, die volgens een vaste workflow te werk gaat. Je bent een expert in het doorontwikkelen van bestaande ontwerpvoorstellen volgens huisstijlrichtlijnen. Je werkt volgens vaste processen en het Adobe pakket kent voor jou geen geheimen en ook van Word en Excel heb je basiskennis.
Daarnaast heb je affiniteit met het werken in CMS- en andere publicatiesystemen waarmee we jaarverslagen realiseren en interactief publiceren.
In deze rol krijg je de kans om te werken met multi-channel publicatie software met een sterke focus op procesoptimalisatie, detailering, data-koppeling en het waarborgen van consistentie. Deze rol is in Amsterdam en we spreken Nederlands als voertaal.
Het opmaken van jaarverslagen, rapportages en andere communicatiemiddelen in bestaande designs.
Waarborgen van de consistentie en technische kwaliteit van onze visuele uitingen.
Werken volgens vaste processen en workflows, met naleving van deadlines als prioriteit.
Naast Adobe Indesign en Illustrator het werken met multi-channel publicatie software zoals Workiva, Tangelo en F19.
Actieve bijdrage leveren met een pro-actieve klant gerichte houding in de realisatie van onze corporate reporting projecten.
Minimaal 5 jaar werkervaring, bij voorkeur met design/communicatie bureau-ervaring.
Ervaring met jaarverslag opmaak is een pre.
Je bent een nauwkeurige DTP-er ten aanzien van tekst, infographics en beeld
Je hebt een scherp oog voor detail en een passie voor kwaliteit daarbij ben je bereid tot het uiterste te gaan
Je hebt een hands-on mentaliteit en bent sterk gestructureerd.
Je beschikt over een lange adem en schrikt niet terug van uitgebreide correctietrajecten en omvangrijke documenten
Je weet om te gaan met strakke deadlines en snapt wat het betekent om alle zeilen bij te zetten
Uitstekende communicatieve vaardigheden in zowel Nederlands als Engels.
Interesse in corporate reporting en ESG verslaglegging.
Proactief, flexibel en in staat om goed het overzicht te bewaren.
Je bent nieuwsgierig naar moderne publicatiesystemen voor publicatie online en offline (buiten het Adobe pakket).
Sociale en teamgerichte instelling.
De kans om te werken bij een toonaangevend Nederlands bureau binnen een gespecialiseerd team voor internationale beursgenoteerde opdrachtgevers.
Een baan met veel zelfstandigheid voor 32-40 uur per week.
Een goed salaris en 26 betaalde vakantiedagen.
Flexibiliteit voor 1 tot 2 dagen hybride werken per week.
Pensioenopbouw en mogelijkheden voor groei en ontwikkeling.
Een werkplek gericht op duurzaamheid en sociale/milieuverantwoordelijkheid (we zitten in het proces van B Corp-certificering).
Een ervaren, leuk en betrokken team om mee samen te werken.
Een boot om met collega’s of privé mee te varen.
TD Cascade is een gespecialiseerd team van Total Design volledig toegewijd aan corporate reporting. TD Cascade adviseert, ontwerpt en produceert jaar- en ESG-verslagen. We benaderen rapportages als een kans in plaats van een verplichting. Onze missie is om rapportages te verbeteren door middel van strategisch ontwerp; uniek, herkenbaar, transparant en geloofwaardig. We voegen waarde toe door design en helpen bedrijven hun duurzaamheids- en jaarverslagen aantrekkelijk en effectief te maken door middel van een geoptimaliseerd productieproces. Onze klanten zijn beursgenoteerde en andere grote Nederlandse en Belgische bedrijven.
Wil je bijdragen aan ons succes en deel uitmaken van een team dat streeft naar duurzame en impactvolle communicatie? Stel je hier kandidaat.
Amsterdam
Fulltime (40u/ week)
Bij TD Cascade zijn we op zoek naar een hands-on projectmanager met een sterke interesse in corporate reporting, ESG verslaglegging en een grote affiniteit met design en productie van online en offline toepassingen. In deze rol voeg je organisatorische waarde toe aan ons team en zorg je voor structuur, rust en overzicht, zodat onze teamleden zich kunnen focussen op het ontwerpen en uitwerken van jaar- en ESG-verslagen. Je overlegt met klanten en interne opdrachtgevers over het projectverloop in een pro-actieve houding. Ervaring in de bureauwereld is een pre. Je bent de schakel tussen creatie, development, DTP, copy en alle andere in- en externe disciplines. Je werkt intensief samen met de andere project managers in het team. De projecten waar je organisatorisch bij betrokken bent variëren van strategisch en creatief tot productie uitvoerend.
TD Cascade is een gespecialiseerd team van Total Design volledig toegewijd aan corporate reporting. TD Cascade adviseert, ontwerpt en produceert jaar- en ESG-verslagen. We benaderen rapportages als een kans in plaats van een verplichting. Onze missie is om rapportages te verbeteren door middel van strategisch ontwerp; uniek, herkenbaar, transparant en geloofwaardig. We voegen waarde toe door design en helpen bedrijven hun duurzaamheids- en jaarverslagen aantrekkelijk en effectief te maken door middel van een geoptimaliseerd productieproces. Onze klanten zijn beursgenoteerde en andere grote Nederlandse en Belgische bedrijven.
Wil je bijdragen aan ons succes en deel uitmaken van een team dat streeft naar duurzame en impactvolle communicatie? Stel je hier kandidaat.
The EU’s Omnibus Regulation – published on February 26th – casts uncertainty over the Corporate Sustainability Reporting Directive (CSRD). While aiming to reduce administrative burdens, this simplification risks weakening the CSRD’s ability to drive meaningful environmental and social progress. Nevertheless, it’s a call for strategic adaptation; companies must demonstrate leadership through proactive ESG communication now.
The proposed changes to the Omnibus Regulation could significantly reshape the CSRD landscape. Key concerns include:
This regulatory uncertainty poses challenges for businesses, complicating strategic planning and investments in sustainability. Waiting for clarity is tempting but risky; inaction may erode stakeholders’ trust and hinder progress in sustainable practices.
Forward-thinking companies view this as an opportunity to showcase leadership. By moving beyond compliance to proactively communicate their ESG journey and its tangible impact, they can build enduring stakeholders’ trust. Uncertainty doesn’t negate past ESG initiatives. The data and insights from previous efforts provide a foundation for future strategies, allowing for credible baselines and targeted improvements.
As reporting requirements evolve, fundamental sustainability principles remain constant. Companies should emphasize:
The Omnibus Regulation introduces challenges, but it does not diminish the importance of ESG. Companies should frame their efforts as a continuous journey, seeing setbacks as learning opportunities. Transparency builds credibility and authenticity. Past ESG initiatives are valuable; the experiences gained form a strong foundation for future strategies. By embracing transparency, focusing on storytelling, engaging stakeholders and leveraging past experience, companies can navigate uncertainty and solidify their leadership in building a sustainable future.
The journey itself becomes a powerful narrative that resonates far beyond regulatory details.
© Marc Hilhorst, 2025
The Omnibus Regulation brings changes to the ESG landscape, presenting new challenges for businesses. The evolving landscape calls for bold communication strategies. To successfully navigate this uncertainty, your organization must focus on developing unique and compliant ESG positions, leveraging storytelling and branding to highlight sustainability impacts, creating clear frameworks for transparently presenting complex ESG data, actively engaging stakeholders through innovative campaigns and turning challenges into opportunities by promoting proactive sustainability narratives.
This approach will enable your organization to adapt, inspire and thrive amidst uncertainty.
With new regulations pushing organizations to adopt a fresh perspective on transparency and sustainability awareness, design has become an indispensable and decisive factor in the success of publishing an annual report.
The Corporate Sustainability Reporting Directive (CSRD) mandates organizations to report more comprehensively on their environmental, social, and governance (ESG) impacts.
Design not only clarifies complex information, making a report more accessible, credible, and persuasive, but it also enables the creation of a compelling and unique narrative. This, in turn, drives engagement and enhances brand reputation. The strategic value of design in developing annual reports cannot be overstated.
Visual processing and memory
Have you ever found it easier to remember where information was located on a page rather than recalling the exact wording? This is because humans primarily process information and form memories visually. Whether it’s a person, situation, or object, our brain creates an “image” within a mere quarter of a second. It’s no surprise that visuals always tell a better story than words. This isn’t a cliché; it’s science. Use it!
Enhanced clarity and understanding
Design organizes information in a logical manner, making it easier for readers to grasp key messages and digest critical information. Visual elements such as charts, graphs, and (interactive) infographics transform raw data into meaningful and accessible insights, allowing stakeholders to make informed decisions.
Design highlights critical data points and key performance indicators, helping stakeholders focus on what truly matters. By prioritizing essential information, readers are not overwhelmed by numbers. Design provides structure, establishes hierarchy, and offers clarity to readers.
Aligned and tailored
Annual reports are often filled with figures and complex financial information. Design transforms this abstract data into a clear and appealing visual presentation. For example, clever infographics can make even the most complicated data understandable, allowing readers to move through the story quickly and effortlessly.
Good design is strategic and purposeful. Ensuring overall brand alignment is vital to claiming ownership and fostering acceptance and credibility.
Today, stakeholders—not just stockholders—are the primary audience for annual reports. Different stakeholders have varied information needs and expectations. Effective design customizes information to suit these diverse audiences, making reports more relevant and engaging.
Impact, authenticity, and credibility
Visuals have significantly more impact than textual information when conveying emotions. Often, the emotional effect of an image is unconsciously transferred to the information it accompanies. In other words, visual elements—such as thematic photography, functional color schemes, clever graphs, clear tables, and smart layouts—not only reinforce the message but also improve understanding and retention.
The more effectively visuals are used in a report, the better it supports its broader communication goals. Ensuring brand alignment is crucial for claiming ownership, reinforcing acceptance, and bolstering credibility.
A visually appealing report aligned with the brand and narrative demonstrates the organization’s commitment to transparency and integrity. It reflects attention to detail and showcases dedication to excellence, fostering trust among stakeholders.
Today, annual reports tell powerful stories about what an organization stands for, what it has achieved, and where it aims to go. Design plays a key role in crafting an authentic and captivating narrative, setting an organization apart in a competitive landscape. Design has the power to captivate, inspire, and connect. The strategic use of design elevates corporate reporting into an essential communication asset.
In a nutshell
Design is by no means mere report decoration. It significantly impacts corporate reporting by influencing how information is perceived, understood, and remembered. Design enhances credibility, communication, and stakeholder engagement, fostering transparency and trust. Successful corporate reporting depends on design.
© Gert Noppen, 2024
