KPN

Reporting

KPN

Annual Report 2025

Challenge

After being introduced to KPN following the go‑live of their previous annual report, TD Cascade was selected to redesign the KPN Annual Report 2025. The key challenge was to bring greater consistency, clarity and brand alignment across the reporting suite. In addition, new design elements needed to be implemented into the publication tooling and translated seamlessly into a fully responsive website that supported KPN’s digital‑first ambitions.

Idea

To enhance usability and deliver a truly screen‑optimised experience, we shifted the report format from portrait to landscape, significantly improving on‑screen readability. Accessibility and navigation were elevated through a richer information structure and a refined information design approach.

We aligned the design system across both the online environment and the PDF publication, ensuring one coherent experience. Building on KPN’s theme “Value of Connection,” we developed a visual narrative built around the organisation’s five core domains, creating stronger storytelling and a more intuitive user journey.

Result

KPN successfully launched a visually impactful, digitally optimised and strategically aligned annual report, supported by a consistent design system applied across all PDF and web‑based reporting formats. TD Cascade delivered the full scope from concept to go‑live; covering design, production, development and ongoing support. The website features a clear narrative structure, animations and clear visual representation of key KPIs, complemented by a tailored LinkedIn motion asset extending the story across channels.
The full report can be viewed at: https://annualreport2025.kpn/