The challenge was to present CWS Workwear’s numerous sustainability initiatives in a way that was both understandable and credible to various stakeholders. As there were no regulatory obligations, this provided considerable creative scope. At the same time, however, there was also the challenge of developing compelling sustainability communications without fixed guidelines. 

Guided by the guiding principle ‘Service with Purpose’, the focus was on bringing the company’s service ethos to life through real employees across the entire service cycle, thereby communicating sustainability in an authentic way.

To do justice to the guiding principle of “Service with Purpose”, CWS Workwear combined authentic stories from employees with a transparent section on key figures and an outlook for the future. The high-quality execution encompassed the conceptual and editorial development of the Responsibility Report, the creation of a distinctive visual and storytelling approach, the production of four accompanying videos at the Lokeren site, and seven language versions. 

Cross-channel communication via social media using moving images, combined with a short report presented as a one-pager – available both online and in print – has created a high-quality communication ecosystem. It seamlessly combines design and content, creating an effective framework for the report.

The result is a Responsibility Report that offers a fresh perspective on sustainability. Rather than focusing on abstract ESG topics, it conveys complex content in an accessible way and brings CWS Workwear’s corporate values to life in a credible manner. Published in seven languages and complemented by videos and social media content, this comprehensive solution generated thousands of views from customers, partners and staff, whilst raising the profile of the sustainability strategy.