In previous years, Orion has published a very traditional annual report. This year they wanted to do something markedly different – and online rather than in print.

In Orion’s case, the target group for their annual report is more complex than simply analysts and investors. The bulk of the company’s shareholders are normal Finnish households. For this reason, Orion’s day-to-day consumers are also one of their key target groups for the publication. In addition, Orion needs to communicate with their partner companies, as well as their professional customers such as doctors and pharmacists.

To significantly broaden Orion’s annual reporting concept, we decided on a virtual exhibition. The name “Well-Being Lounge” was derived from Orion’s vision, which we wanted to highlight.The virtual lounge format was a good way to communicate in a targeted manner to the main stakeholders: consumers, investors/analysts, partners and professionals. We divided the lounge into four sections, each of which deals specifically with one of these groups.In addition to the lounge, we created a simple, well-formed annual report to be read online, which would best serve investors’ and analysts’ more traditional needs and expectations.

We managed to exceed many of the goals set for the visual identity, layout, functionality and content of the new online service. The actual results are still difficult to quantify as the service was launched on 9 March 2011. However, the customer sees great potential in the concept, and we are already planning ways to expand it, with next steps including the creation of an actual, physical version of the lounge.