AGL Resources

Industry

Energy

Deliverables

  • Annual Report
  • Illustration
  • Messaging
  • Theme Development

Situation

AGL Resources is an energy services holding company based in Atlanta. AGL hired Paragraphs to develop the message and design of their annual report. The CEO was just named head of the Natural Gas Association and this annual report was integral to the positioning of AGL Resources and his commitment to natural gas as a core energy source.

Strategy

The process began with internal and external research. The goal was to tell a unique story for AGL, help make the case for natural gas and differentiate them from the other energy players in the industry. There is a phenomenal amount of natural gas in the US that is untapped and could be a source of energy for the next 100+ years. Paragraphs developed the theme around the question “How can we fuel the energy needs of current and future generations?” Our answer was, “We’re Standing on the Solution,” a conceptual approach (supported by facts). We commissioned an illustrator to help us translate the story.

Results

The theme “We’re Standing on the Solution” was picked up and used almost immediately by the Natural Gas Association and has since become a common phrase. The illustration was so engaging, it was re-purposed in the AGL Resources CSR report. Paragraphs won many “best” and “first place” awards from LACP, Graphic Design USA, ARC, CA and more. The high scores for creativity and innovation helped Paragraphs become the LACP 2010 Agency of the Year (in the Americas). 

Chart Illustration/Graph

Reporting numbers, percentages and stories through graphs and charts can be exciting and engaging when they are humanized.

Annual Report

“We’re Standing on the Solution”—Telling AGL’s best story became a “re-run” when the theme was selectively used by everyone across the industry, including the Natural Gas Association.

Annual Report Illustration

It was more than words; it was meaningful, conceptual illustration: See how Liquid Natural Gas in public transportation can clean up the air we breathe.

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