The brief
Vivobarefoot’s integrated impact report – Unfinished Business – celebrates the successes and setbacks from the company’s ongoing regenerative journey.
By telling the whole truth, we seek to build trust and credibility in a sector that often suffers from a lack of both.
“Lucy is a thoughtful, thorough and passionate copywriter, engaging with the subject matter and creating a meaningful narrative as a result. I would highly recommend her work.”
Nick Nevett
Regen Lead
Report excerpts
How it works
A quick explanation of how I write Vivobarefoot’s annual impact report.
1 – Research
We kick-off each report by meeting with the regen team, company founder and key stakeholders.
We develop themes and define a concept that will run throughout the report.
With this concept in mind, I then interview content owners to gather data and identify potential stories.
2 – Plan
I process this content to develop a narrative for the report. This leads to a detailed bullet point outline.
At this point, I’m also workshopping standout stories with the report’s designer – Heather Knight.
We then check in with Vivo to gather feedback and make any necessary revisions.
3 – Create
I start writing. There’s a lot of copy to create – from impactful headlines, to technical explainers, to lively interviews.
Heather and I work closely during this period – developing copy and design together is always more effective than creating them in isolation.
Impact
Unfinished Business is read by industry peers, employees, commentators and customers. Over the years, we have gained a reputation for radical transparency; both in the report’s candid storytelling and its data disclosures.
The 2022/23 report attracted lots of well-earned praise. It was also used as a ‘Best Practice’ example in a reporting webinar hosted by Future Planet.
Previous reports
