Bringing a refreshed brand into reporting

A new brand, a more streamlined structure, and a clearer reading experience shaped Saferoad’s 2025 Integrated Annual Report.

Business transformation & transactions Reporting and corporate communications

Client: Saferoad

Streamlining the reporting experience

Saferoad partnered with Miltton on the development of its Integrated Annual Report 2025 during the introduction of an updated brand identity and a need for a clearer, more streamlined reporting format. Developed with a focus on clarity, usability, and consistency, the collaboration combined creative visual design with strong project management to ensure the report works both as a formal document and as an impactful brand communication tool.

The end-result is a more focused, with fewer pages, tighter layouts, and a consistent visual expression across sections – improving clarity, flow, and overall readability.

Making the new brand work in practice

Following years of growth and several companies coming together under the Saferoad brand, there was a need for a more unified and efficient reporting approach. The 2025 report also became one of the first major applications of Saferoad’s refreshed visual identity, helping translate the updated visual identity into a functional and consistent report format.

The work focused on applying the new brand across different types of content and testing how it performs in practice. From page structure to tables and imagery, the design solutions were developed to ensure consistency while supporting clarity and usability.

This made the report not only a communication piece, but also a first step in establishing how the updated brand can be applied in future reporting. In this way, the project contributed to shaping a more consistent and scalable visual direction for Saferoad’s reporting going forward.

Building a reporting process that holds together

The 2025 report marked the first collaboration between Saferoad and Miltton. Alongside implementing the updated brand, Saferoad was looking for a partner that could help create a clear and efficient reporting process while strengthening the visual expression of the report. While Saferoad led the overall structure and content, Miltton focused on shaping how the report works in practice through visual design and layout.

A key focus for the report itself was to create a more streamlined and cohesive end product. This included developing tighter page layouts, refining the overall composition, and creating a clear visual hierarchy across both narrative and data-heavy sections. This also enabled a reduction in overall length, making the report more focused and concise.

The result is a report where information is presented in a clear and consistent way, supporting readability and usability. The visual hierarchy also strengthens how key messages come through, helping guide the reader across both strategic and more technical content.

Read the full report here

“Brand is ultimately expressed through how a company communicates. The 2025 Integrated Annual Report was an important opportunity to tell the story of Saferoad’s development as a Group with greater clarity and cohesion. Together with Miltton, we created a report that reflects who we are as a company, the journey we are on, and the ambitions that guide us forward. Their drive, competence and collaborative approach made them an excellent partner throughout the process”

Sara Samina Sørlie

Head of Group Communications, Saferoad

About Saferoad

Saferoad Group is a leading supplier of road safety and steel infrastructure solutions across Europe and beyond. With 100+ years in the industry, Saferoad takes pride in being at the forefront of innovation, quality, and expertise in the realm of infrastructure solutions and services. Headquartered in Oslo, Norway, the Group has approximately 3,000 employees across 14 countries.

Want to know more?

Netta Metsäaho

Client Lead, Senior Communications Advisor Miltton Sweden +46 76 011 55 18 netta.metsaaho@miltton.com
Petter Paulin

Senior Art Director Miltton Sweden petter.paulin@miltton.com

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