Har­men Hoog­land

is Design Man­ag­er in Nestlé’s Cor­po­rate Iden­ti­ty & Design team. He has been respon­si­ble for the design of Nestlé’s CSV reports since 2006. Pri­or to Nestlé, he worked in var­i­ous design stu­dios in the Nether­lands, Ger­many and the UK. Har­men holds a MA from the Roy­al Col­lege of Art in Lon­don.


Design matters!

By Har­men Hoog­land

Design has always been a cru­cial part of Nestlé’s Cre­at­ing Shared Val­ue report­ing – and will con­tin­ue to play an essen­tial role in the future.

The con­cept of Cre­at­ing Shared Val­ue (CSV) was intro­duced for the first time by Nestlé in its report­ing over ten years ago. Devel­oped with Har­vard Busi­ness School’s Michael Porter and Mark Kramer, CSV is based on the belief that for a com­pa­ny to be suc­cess­ful over the long term and cre­ate val­ue for share­hold­ers, it must cre­ate val­ue for soci­ety – a prin­ci­ple that has been with Nestlé through­out the 150 years of its exis­tence.

From the out­set it was clear that design would be an impor­tant instru­ment to help demon­strate the new­ly devel­oped con­cept. Work­ing close­ly with the Pub­lic Affairs depart­ment, in charge of con­tent, Nestlé’s Cor­po­rate Iden­ti­ty & Design team has been respon­si­ble for the design and pro­duc­tion of all of the company’s CSV reports.

Over the years we have used many of the design tools at our dis­pos­al to sup­port the report’s con­tent and to guide its read­ers. Next to info­graph­ics, to help our audi­ences visu­alise the con­cept, pho­tog­ra­phy has always been an impor­tant tool to demon­strate the enor­mous impact of CSV. To cov­er the company’s wide-rang­ing activ­i­ties – from micro-nutri­ent for­ti­fi­ca­tion to farmer assis­tance pro­grammes, from reduc­ing the use of water in our fac­to­ries to help­ing to address the dou­ble bur­den of mal­nu­tri­tion – we built up a net­work of tal­ent­ed local pho­tog­ra­phers. Their pho­to case stud­ies, tak­en from their view of the world and coloured by their local insights have helped us to amass a rich port­fo­lio of authen­tic and mem­o­rable doc­u­men­tary pho­tog­ra­phy of Nestlé’s CSV activ­i­ties around the world.

This essen­tial first step of show­ing the doing was then com­ple­ment­ed by ver­i­fied and rig­or­ous report­ing on Nestlé’s Cre­at­ing Shared Val­ue activ­i­ties pub­lished as sum­ma­ry and full reports for our read­er­ship, which includes share­hold­ers, employ­ees and exter­nal stake­hold­ers, rang­ing from aca­d­e­mics to inter­na­tion­al organ­i­sa­tions to gen­er­al con­sumers.

The four most recent reports have been based on a frame­work of for­ward-look­ing com­mit­ments, depend­ing less on pho­tog­ra­phy but instead requir­ing a more sys­tem­at­ic yet flex­i­ble typo­graph­ic solu­tion.

Going for­ward, design will con­tin­ue to play an inte­gral role – with stake­hold­ers ask­ing for more con­cise, short­er reports and access to infor­ma­tion online and on social media chan­nels, requir­ing again new com­mu­ni­ca­tion con­cepts and for­mats.


The 2006 report fol­lowed a three-part val­ue chain frame­work of agri­cul­tur­al raw mate­ri­als, man­u­fac­tur­ing and man­age­ment, prod­ucts and con­sumers. To intro­duce the recent­ly devel­oped CSV con­cept we chose the edi­to­r­i­al for­mat of an inter­view between Har­vard Busi­ness School’s Mark Kramer and Peter Brabeck-Let­mathe, Nestlé’s Chair­man and CEO. Fur­ther, the report was illus­trat­ed with a large num­ber of pho­to­graph­ic case stud­ies, giv­ing plen­ty of con­crete exam­ples of Nestlé’s way of doing busi­ness.


The 2009 report used for the first time the three CSV focus areas of Nutri­tion, Water and Rur­al Devel­op­ment as the frame­work. We devel­oped a pho­to­graph­ic con­cept show­ing dou­ble por­traits of mem­bers from soci­ety and employ­ees from Nestlé, demon­strat­ing “val­ue for soci­ety” and “val­ue for Nestlé”, i.e. “shared val­ue”. In that same year, Nestlé pub­licly launched the Cre­at­ing Shared Val­ue con­cept and frame­work at the first Cre­at­ing Shared Val­ue Forum, held at the Unit­ed Nations in New York.


The 2010 report focused on Rur­al Devel­op­ment, one of the three CSV focus areas. To explain the full breadth of the impact of Nestlé’s fac­to­ries and farmer pro­grammes on rur­al devel­op­ment, we com­mis­sioned a series of sim­ple yet clever edi­to­r­i­al illus­tra­tions show­ing the var­i­ous steps dur­ing which Nestlé’s activ­i­ties add val­ue to local economies. Also, the Glob­al Report­ing Ini­tia­tive (GRI) report­ing frame­work was adopt­ed in the full online report.


The 2015 report was the third to be cen­tered around a set of pub­lic com­mit­ments, all relat­ed direct­ly to Nestlé’s mate­r­i­al issues and the CSV focus areas. We designed a trans­par­ent, sys­tem­at­ic yet flex­i­ble lay­out to present the com­mit­ments, objec­tives and progress. At the same time the lay­out had to be adapt­able enough to incor­po­rate three oth­er lan­guage ver­sions (next to the orig­i­nal Eng­lish ver­sion the CSV report is also pub­lished in French, Ger­man and Span­ish).