Roseville Electric Utility’s Annual Report is a mandatory document used to disclose the organization’s financial data and highlight milestones and achievements from the past year. Historically, these reports have not been the most compelling of documents. In fact, they have had an abundance of text, a lackluster color scheme, and run-of-the-mill photography.
For Roseville Electric Utility, 2019 was a year focused on growth and the utility’s role in economic development. In an industry that is evolving to meet the needs of its customers as well as regulatory demands, keeping pace is critical. I embraced the concept of “Generating a path to the future” with a bold color palette, building a visual story rooted in data and real-life people. With the 2019 Annual Report, I worked to breathe new life into the document, peeling back the curtain on Roseville's community-owned utility and bringing their mission to life.
In an effort to simplify complex information and numbers around topics such as resource portfolios and generation output, I created engaging infographics, making the information both interesting and easy-to-digest for any reader – from the City Council to auditors to the general public.
The final look of the report portrays a trusted, community owned and operated utility planning for the future of the organization and, more importantly, the community. The bold colors and full-page photography demonstrate confidence and competence, both critical factors in achieving our mission of improving the quality of life of our community with reliable electricity, competitive prices, exceptional service and a culture of safety.
