Creating a clear story from a complex topic

Communicating goals of the global mobile industry

Mobile technology has changed the world. In 2018, mobile technologies and services supported almost 32 million jobs (directly and indirectly). It also generated $3.9 trillion of value globally, with countries benefiting from the improved productivity and efficiency that increased mobile services provide.

With great impact comes great responsibility, and the global mobile industry has committed to the 17 Sustainable Development Goals (SDGs) set out by the United Nations in 2015. These goals provide a set of priorities for people and the planet, from ending poverty to tackling inequality and climate change.

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Problem

Each year the GSMA, which represents the interests of mobile operators worldwide, produces a high-profile report on the industry’s progress towards the United Nations’ goals. Our task was to design this SDG Impact Report to give a clear, cohesive explanation of the impact of mobile technology in relation to these goals.

Explaining the mobile industry’s scale and impact across the globe can be complicated enough. Added to that, the report needed to explain the United Nations’ SDGs in a simple way. This meant we needed to tell a story with the data and visuals, to guide the audience through the information while keeping their interest.

With a worldwide scope, the layout, design and imagery also needed to reflect diversity and represent different nations equally.

Problem

With a worldwide scope, the layout, design and imagery also needed to reflect diversity and represent different nations equally.

Solution

Every good story needs a theme. We centred the report around the GSMA’s industry purpose of ‘connecting everyone and everything to a better future’. This was front and centre throughout the report, helping to draw the varied layouts and information together. A consistent design and careful layout also helped create a unified narrative.

The GSMA and industry at large are passionate about working towards the SDGs, and we wanted to convey this enthusiasm visually. Bold colours and meaningful graphics helped key messages to stand out, while thoughtful imagery added humanity and warmth to a tech-centred topic.

Solution

“Agent Jones is our go-to agency for reports, ensuring every design has a unique, tailored look and feel that is still consistently aligned with our brand. With a complex and difficult review process, the team – as always – stuck by us throughout with constant enthusiasm and unwavering support. Their design and account management team played a pivotal role in the report’s ultimate global recognition and success.”

Kailey Fuller-Jackson GSMA

The working relationship was good, the quality outstanding and I will look for every opportunity to work with them again.

Sam Baker Deloitte

A stellar job of presenting rather dense content in a dynamic and engaging design ... Thank you for making us look so good!

Beth Morrissey mTech.Academy

Agent Jones is our go-to agency for reports, ensuring every design has a unique, tailored look and feel that is still consistently aligned with our brand. Their design and account management team played a pivotal role in the report’s ultimate global recognition and success.

Kailey Fuller-Jackson GSMA

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