Dynamic and deliberate – Saab’s story unfolds through a design built on innovation, integrity, and brand elevation.
Saab’s annual report was designed with a focus on clarity, function, and alignment with the client’s goals. The process involved exploring new design approaches to improve usability and adapt to the changing digital environment, while ensuring the final product reflects Saab’s values and identity.
Rather than treating the report as a standalone document, we worked to align it closely with Saab’s broader brand narrative. The goal was not only to meet stakeholder expectations but to present the company in a clear and accessible way—highlighting its focus on progress, innovation, and transparency. The result is a report that communicates Saab’s achievements through a cohesive story, designed to engage across both print and digital platforms.
The design of Saab’s annual report is shaped by both strategy and craft. Developed in close collaboration with the client, it reflects Saab’s identity while making complex information accessible and engaging. We begin with purpose—selecting imagery that aligns with Saab’s values, designing data visuals that clarify rather than overwhelm, and using typography that ensures key messages are both clear and compelling.
Throughout the process, we balance tradition with innovation: drawing on classical design principles while working with a digital-first mindset. Every detail—from layout and color choices to how tables and graphs are presented—serves a function within the larger narrative. The report is not just a container for facts; it’s a communication tool that connects Saab with its audiences in a transparent, trustworthy, and engaging way.
Creating a brand that resonates across all channels is essential for building a unified and powerful presence. By consistently conveying our values and messages across platforms, we reinforce our identity, foster trust, and drive engagement. It’s about ensuring we are recognizable, relevant, and credible wherever we connect with our audience – internal as well as external. This story driven report is the result of a close collaboration between Saab and our partners at Miltton.
Johan Mångsén
Senior Brand Design Manager, Saab
Jesper Vuori
Reporting & communications Miltton Sweden +358 406 616 304 jesper.vuori@miltton.com
Camilla Linniemi
Business lead reporting and annual communications, Senior partner Miltton Finland +358 405 342 841 camilla.linniemi@miltton.com
