In full flight: Saab’s story-driven report design

Telling Saab’s story through dynamic, functional design—crafted with innovation, transparency, and a focus on elevating the brand narrative.

Business transformation & transactions Reporting and corporate communications

Client: Saab

Executive summary

The design of Saab’s annual report is meticulously crafted at our Stockholm offices, where we continuously push creative boundaries to deliver dynamic, content-driven design that resonates with the client’s vision and values. The design process is driven by an ongoing exploration of new airspace—an ambition to identify innovative solutions that enhance functionality and respond to an evolving digital landscape.

Elevating the Saab narrative

Our approach extends beyond standard reporting; instead, we integrate seamlessly into the Saab brand narrative. This isn’t just about meeting stakeholder requirements; it’s a modern, transparent way to connect Saab with a broader audience, opening up the company to the public in a way that reflects its commitment to progress, innovation, and trust. The report is an embodiment of Saab’s success, told through a story that engages and informs across all platforms.

Thoughtfully crafted visual communication

Each element in the report, from images to typography, colors, and data visualizations, is the result of a thoughtful and precise creative process. We blend expertise in classical design principles with a digital-first mindset, achieving a balance between tradition and innovation. The bold typography ensures messages are clear and engaging, tables and graphs provide clarity and insight, and the imagery is purposeful, chosen to resonate with Saab’s audience and reflect its brand values. In every aspect, we’re committed to supporting Saab’s storytelling, transforming the annual report into more than a document—it’s an interactive, engaging part of Saab’s identity, working closely with the client. The work aims to bring Saab’s journey to life, communicating not just data, but a deeper, more compelling story that inspires trust, transparency, and connection.

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.