Mattmo developed this infographic in close collaboration with PostNL as part of its annual report production. However, the infographic is designed to be used in conversations with job applicants, the press, financiers, and other stakeholders to clarify how PostNL’s value chain is structured.

A complex assignment: mapping the value chain
Visualizing a value chain is not a simple task. The infographic must convey several things:

• PostNL’s upstream value chain, including hiring of personnel, deployment of transport assets, data, and partnerships.
• PostNL’s own operations and processes, traditional mail, parcels, and e-commerce. These are offered both physically and increasingly digitally and via the cloud.
• The downstream value chain with PostNL’s customers and ‘beyond customers’, but also other stakeholders, including shareholders and society.

All these elements had to be recognizable, coherent, and visible in the correct order — without overwhelming the reader with complexity. The metaphor of a road was chosen to effectively visualize all relevant items.

“We were looking for a way to visualize in a single coherent image how our value chain relates to the impacts, risks, and opportunities we identified from our dual materiality analysis. Mattmo assembled a multidisciplinary team consisting of a sustainability expert, communications strategist, and designer, and in a number of sessions, we managed to translate that abstract story into a visual that makes it understandable and recognizable to our stakeholders.”
– Willem Wassink

Why this infographic works so well

Why this infographic works so well
What makes this infographic special is the combination of simplicity and completeness.
With a smart layered structure, it is clearly displayed:

• Which sources and resources form the basis
• How PostNL’s core activities add value
• What outcomes and effects that produces, both financial and societal

Thanks to visual hierarchy, use of color, and clear iconography, the infographic is intuitively readable. At a glance, it becomes clear how PostNL interacts with its suppliers, customers, and other stakeholders — from mail and parcel delivery, e-commerce, and digital services to social engagement and sustainability.

From strategic themes to societal impact

The infographic maps not only the logistics chain, but also broader themes such as:

• Sustainability (for example CO₂ reduction and sustainable urban logistics)
• Digital transformation
• Customer focus and innovation
• Responsible employership and diversity

In this way, the picture bridges the gap between operational activities and strategic ambitions, something that is precisely lacking in many traditional annual reports.

The power of visual storytelling in annual reports

More and more organizations want to not only present data in their reporting, but also tell their story visually.
Infographics like this value creation map make complex strategies accessible to a broad audience: from investors and analysts to employees and societal stakeholders.

At Mattmo we believe that good visual storytelling is indispensable in modern corporate communication. A strong infographic makes connections visible, invites depth and increases involvement with the content.

Make your strategy visible at a glance?

Would you like to visualize your strategy, value creation, and impact clearly and attractively, just like PostNL?
At Mattmo Creative, we support organizations in developing powerful infographics, visual annual reports, and impact communication that make strategy and societal value tangible.

View the PostNL value chain in the 2024 annual report here: PostNL value chain infographic

Would you also like to work on a visually strong and strategically clear report? Contact us. Together, we make your impact visible.

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Het bericht PostNL value chain verscheen eerst op Mattmo Creative - Amsterdam.

Mattmo produced the report for PostNL 5 years in a row

The collaboration includes strategic advice, concept, design, a technical platform and realization. The online reports for 2014 and 2015 offer an optimal experience on smartphone, tablet and desktop and are enriched with multimedia: specially shot photography, films, animations, clear infographics, interactive graphs and catchy short copy. The reports are full of specially shot photography, films, beautiful animations, clear infographics and interactive graphs.

Strong visual stories highlight PostNL’s results and strategy from a new angle: PostNL makes your life easier.

For the 2016 annual report, PostNL opted for a beautifully designed PDF, rich in infographics and photography, combined with storytelling on their website. View the 2016 annual report.

A set of interactive graphs allows comparison of all results over several years.

Strong visual stories put PostNL’s strategy and results in context: they show the role and impact of the company on our daily lives. The stories are told with beautiful photography, beautiful animations, clear infographics and catchy short copy. Links invite you to read more about the topics highlighted deeper in the report. And from the report you can easily navigate back to the story.

A multitude of media and online functionalities have been used to make the report functional, attractive and accessible. For example, the message from CEO Herna Verhagen is contained in 3 inspiring short films about the strategy, culture and people of the company. CFO Jan Bos expresses the company’s core results in a short, attractive video. The videos can be immediately shared via social media: Facebook, Twitter and LinkedIn. An interactive glossary provides immediate explanation of the concepts used. Clear, beautifully designed infographics make the content of the report clear and attractively readable.

PostNL focuses on all stakeholders, showing that they are future-proof, a solid partner, and contribute to our daily lives.

Our annual report concept for PostNL was developed over three years. It offered PostNL the opportunity to show that they are here to stay and are a force to be reckoned with. The rich media content puts their strategy and results in context for all stakeholders. Working with Mattmo has enabled the company to combine production and financial content with attractive and appealing design.

Het bericht PostNL verscheen eerst op Mattmo Creative - Amsterdam.