Visit online version: https://www.mtr.com.hk/sustainability/2017rpt/en/corporate/sustainability/2017rpt/home.php The Mass Transit Railway Corporation is a leading local company that has been always contributing to a more sustainable future. MTR releases its 15th annual sustainability report. This publication is regarded as a channel for communicating with its stakeholders, including the government sectors, its business partners, staff and the general public. The report aims to lift its corporate transparency as well as reveals core values and long term development in the social, economic and environmental aspects of MTR. As a publicly-listed company which operates a mass transit railway system to meet Hong Kong's public transport requirements, MTR continues to be responsive to different opinions. This time, it shapes our thinking and way of life through stories. The theme title of 2017 is “Smart Links, Liveable Cities”. A wide range of sustainable initiatives from MTR are presented as an imaginative city map format. The cover design, which features numbers of iconic places and objects, expresses the effort that MTR contributing to our city. The idea highlights the significance of customers to the company. In the inner pages, info-graphics facilitate information delivery. Furthermore, interactive PDF documents are created to provide our online readers with a dynamic reading experience with buttons, hyperlinks, and page transitions. MTR sets an example to other corporations in the industry in creating an effective communicative approach with its stakeholders. The concept, content, structure and design are highly rated by leading figures in the sustainable field. An innovative and reader-friendly report is presented.

As a publicly-listed company which operates a mass transit railway system to meet Hong Kong's public transport requirements, MTR continues to be responsive to different opinions. This time, it shapes our thinking and way of life through stories. The theme title of 2017 is “Smart Links, Liveable Cities”. A wide range of sustainable initiatives from MTR are presented as an imaginative city map format. The cover design, which features numbers of iconic places and objects, expresses the effort that MTR contributing to our city. The idea highlights the significance of customers to the company. In the inner pages, info-graphics facilitate information delivery. Furthermore, interactive PDF documents are created to provide our online readers with a dynamic reading experience with buttons, hyperlinks, and page transitions.

MTR sets an example to other corporations in the industry in creating an effective communicative approach with its stakeholders. The concept, content, structure and design are highly rated by leading figures in the sustainable field. An innovative and reader-friendly report is presented.

MTR enables community development by linking people to each other and to the places they enjoy. MTR carefully design our railway and property development to accommodate different needs for attaining a productive, healthy and happy lifestyle. The people-oriented approach to development maximises land use and encourages the use of convenient and efficient mass transit reducing the reliance on road traffic. Building with a long time horizon in mind, MTR aims to be a good corporate citizen and leverage our skills, resources, and networks to help communities thrive as they transform both in terms of infrastructure and human capital. Through this project, we build a creative and effective channel for MTR to communicate with the stakeholders and enhance their public image.

From project planning to implementation, our professional team work closely with the content provider Business Environment Council, we aim high to create a stunning sustainability report. From account director and creative director, to design team, account servicing team and programming team, we manage to do an innovative, interactive and communicative sustainability report design from online media to offline media. We impress our users by providing a great balance on creativity and functionality.

After the project launched, the overall performance no matter on the reach, the user engagement and the recognition are all over expectation. It is because first of all our client, MTR, gave us a lot of trust and freedom to create, to think outside the box, and to execute with style. Secondly our team put so much effort on creating an unique browsing experience for our users no matter on the presentation, the interactivity and the functionality, the web version also achieve the WCAG AA standard. As a result, we make both our client and users happy.

6 months

The ultimate goal of this project is to help MTR to promote the sustainability messages clearly and creatively to our stakeholders, also build a positive image to the public. With the creative approach and the effectiveness of our execution plan, as a result, the concept, content, structure and design are highly rated by leading figures in the sustainable field. An innovative and reader-friendly report is presented.