Coca-Cola Strategic Shareholder Storytelling

May 31

Coca-Cola Strategic Shareholder Storytelling

Creative direction and narrative development for Coca-Cola’s shareholder communications—translating executive vision into an elevated, investor-ready experience.

Challenge
With a new CEO at the helm and a sharpened focus on sustainability, Coca-Cola needed to reframe its shareholder narrative—highlighting long-term growth, global accountability, and brand reinvention. The task wasn’t just about reporting; it was about storytelling at a Fortune 500 scale.

Approach
As creative director and strategic lead, I collaborated directly with Coca-Cola’s executive team to reimagine the company’s annual report into a clear, compelling brand artifact. The first year focused on environmental commitments and global responsibility, while the second marked the CEO transition and future-facing company strategy. We developed a flexible visual system for both print and digital formats, creating a microsite and bespoke investor materials that paired editorial storytelling with bold design.

Role
Led creative direction and content strategy for two consecutive annual reports, working directly with Coca-Cola’s CEO and executive stakeholders. Managed concept development, editorial structure, visual design, and production across print and digital formats.

Stakeholders + Team
Coca-Cola Executive Leadership with agency support from Digital Kitchen

Impact
– Elevated shareholder communications during a high-visibility leadership change
– Reinforced Coca-Cola’s sustainability positioning with clarity and credibility
– Created a benchmark investor piece that balanced narrative depth with global polish
– Strengthened executive storytelling through direct creative collaboration
– Supported transparency during a ~16% revenue decline in 2017
– Helped set the stage for a ~15% net income rebound in 2018 through improved investor messaging

Deliverables
– Concept, strategy, and design for annual report (print + digital)
– Content structure and editorial oversight
– Microsite for investor storytelling
– Visual system for sustainability and leadership transition