CASE STUDY

2024 Annual Report

YEG Edmonton Airports

Annual Reports are an opportunity to share more than progress or data—they’re a chance to tell a story about the previous year, and share a bold vision for the future.

In 2024, YEG increased flight frequencies, seat capacities and non-stop destinations, enhancing the passenger experience and driving regional economic growth. The airport also completed major infrastructure and accessibility improvements. Cutting-edge innovations in cargo and sustainability reinforced Edmonton Airports’ position as a future-forward organization and community pillar.

Adverb partnered with YEG to write and design the 2024 Annual Report. First, we developed a forward-looking, aspirational theme that invited audiences to consider the potential of the future—and Edmonton Airports’ role within it. The theme, Propelling Tomorrow, highlighted how the airport’s trailblazing actions today exemplify the innovative spirit of the Edmonton region.

Then, we brought the theme to life through evocative language that at once anchored the story in Edmonton Airports’ regional roots and communicated the momentum the organization is carrying into the future. This aspirational tone was communicated through section titles full of vivid imagery. The headline “Soaring Skywards” accompanied the key highlights of the report, while “Transporting Possibility” focused on YEG’s connectivity to Canada’s North. Headlines like “Limitless Potential” and “Piloting Progress” also communicated the organization’s expansive vision for the future.

But great storytelling is about more than words on a page. We created a report design that amplified our theme, drawing inspiration from technical drawings and flight maps: symbols of intention, careful planning, logistics, and a clear direction. These design elements often spanned more than one page of the report or ran off the page, evoking a sense of movement and progress that reflected the future-focused theme of the report. The report also featured dynamic, people-focused photographs that connected audiences to the various stories of the organization.

Adverb’s work on this annual report was recognized locally and internationally. The report was awarded three Awards of Excellence at the 2026 IABC Capital Awards, for Writing, Design and Publication. And, in 2025 the report was one of four Annual Report finalists announced for the Airports Council International - North America Excellence in Airport Marketing, Communications, and Customer Experience Awards.