Beiersdorf — Turning an annual report into an engaging digital experience

As Lead Designer for Beiersdorf’s annual report over three reporting years, I worked closely with the Corporate Communications team to highlight the company’s successes and goals and to translate complex financial and sustainability information into a clear and engaging experience across digital and print.

I developed a shared visual language and design system for both formats, creating a consistent experience for investors, media, employees and other stakeholders. Over three years, I evolved the report into a digital-first experience, introducing new features with each edition.

Digital-first storytelling

I replaced a resource-heavy print magazine with a flexible digital storytelling system — easier to produce, more accessible to audiences and built to evolve.

As reporting requirements grew, Beiersdorf’s traditional magazine chapter in the printed report became increasingly demanding to produce.

I led the transition to a digital-first storywall — a more efficient and flexible way to tell stories beyond mandatory reporting.

The storywall’s masonry grid of story cards — product, sustainability and market stories, each tagged by category — Drawing on familiar social patterns, I combined concise stories with sliders, video, animation and interactive quizzes to encourage exploration.

Sustainability Dashboard

For the 2025 report, I created a sustainability dashboard that brings key topics and targets together in one place and provides direct access to the underlying content.

Beiersdorf — Turning an annual report into an engaging digital experience

I replaced a resource-heavy print magazine with a flexible digital storytelling system — easier to produce, more accessible to audiences and built to evolve.

For the 2025 report, I created a sustainability dashboard that brings key topics and targets together in one place and provides direct access to the underlying content.

The result is an annual report made for digital — easier to navigate, more engaging to explore, and flexible enough to evolve with growing reporting requirements.