Renewi Annual Report

Renewi plays a vital role in the circular economy, recycling 8.4 million tonnes of materials each year, with a carbon avoidance of 3.1 million tonnes. With the climate emergency demanding major change and new ways of thinking, Renewi’s unique waste-to-product strategy is more important than ever. At the forefront of recycling innovation, it focuses on secondary material production through cutting-edge technology and partnerships with universities and entrepreneurs, always looking for new and better solutions.

Created in February 2017 by the merger of UK-based Shanks Group and Dutch-based Van Gansewinkel, Renewi employs more than 6,500 employees at 162 sites in six countries. The Annual Report (ARA), with an initial print run of 350 copies, informs Renewi’s stakeholders of its progress.

Wardour has produced the ARA for Shanks, and now Renewi, since 2014, and in 2022 our aim was to show Renewi as a leader in the waste-to-product space – the essence of its enhanced 2020 business strategy – and position it as not just a waste company, but as an organisation at the heart of the circular economy, using innovative machinery and methods to (in the words of the company’s purpose) “protect the world by giving new life to used materials”. This was the story we needed to showcase in the 262-page 2022 ARA and the key objective was to focus on Renewi’s future-thinking and secondary product creation, rather than on the waste it collects, which is just the start of the process.

It was essential to produce a report that felt readable and that would still deliver the essence of Renewi to those who may not want or need to read the full report. From the opening pages we made clear, in easily digestible sections, the value drivers and sustainability themes that are a crucial part of the company.

One standout aspect was the photography. We worked with Renewi to capture photographs across multiple sites, using these images in both abstract and naturalistic ways throughout, allowing us to showcase the company’s people and cutting-edge technology more dynamically and effectively than before. Abstract images showed the beauty of the machinery and processes while giving breathing space to the copy and differentiating the sections of the report.

Key bursts of information were presented in bubbles, making it easier for the reader to focus on them and serving as a nod to Renewi’s role in the circular economy. We also used more diagrams in 2022, to explain Renewi’s processes and complex systems in a simple, visual way – often showing how Renewi’s work aligns with the UN Sustainability Development Goals and wider sustainability initiatives.

And, of course, we can’t forget the Renewi globes. To help Renewi achieve its goals, we knew we needed to create an engaging, high-impact visual property, that would succinctly and creatively tell Renewi’s story, while aligning its communications across various projects. After brainstorms with the client, which kept coming back to Renewi’s messaging around its role in the circular economy, we came up with the idea of using CGI globes to get this objective across in a visual and engaging way. We decided to create four globes that could be used in both static and animated formats (the animated one was used on the cover of the online-only Sustainability Review), showing the different facets of Renewi and how each area contributes to the circular economy and making the planet a better place for us all.

The report was a big success with Renewi – so much so that they requested an additional 100 copies. Both teams felt that the report really achieved what Renewi wanted and showcased it as the forward-thinking business that it is.

Perhaps most rewarding was the direct feedback we received from Adam Richford, Head of Treasury and Investor Relations at Renewi:

“This year’s annual report is stunning – particularly the photography, which illustrates the beauty, technology and complexity of our processes to create new, low-carbon secondary materials from waste, which is not always attractive subject matter.”

“The report showcases so many of the unique things we do as a business, and our position within the circular economy. This has been elevated with great infographics and images that take the reader on a journey through our operations.”

The report has done extremely well across a variety of awards programmes, winning the following:
- Best Annual Report, Small Cap – Strategic Comms Awards 2022
- Silver – Annual Report, Corporate & Financial Awards 2022
- Gold – Annual Report, Summit Creative Awards2022
- Silver – Annual Report, Top report in the UK, Top report in EMEA , LACP Vision Awards 2022

To learn more about how Wardour can help with your next campaign, pop us an email at hello@wardour.co.uk – we’d love to have a chat with you.