ESG Reporting Elevates Afton’s Message to Stakeholders

THE NEED

In 2022, Afton Chemical and its parent company, NewMarket, partnered with Cobalt to create their first-ever Environmental, Social, and Governance (ESG) report. Afton aimed to communicate its ESG initiatives and achievements to customers, employees, and investors. It needed an easy-to-access reporting format to convey these values with clarity and impact to a diverse audience while aligning with the company’s brand and mission.

Shown Below: Pages from the 2022 Afton ESG report — recognized with a Platinum MarCom Award!

THE CHALLENGE

Starting with Afton’s ESG data, our challenge was to establish a clear, engaging design framework for the report while helping to streamline and structure the content. Each subsequent year presented a new opportunity to expand on the report’s visual identity, with unique themes reflecting Afton’s evolving ESG initiatives. Cobalt worked to maintain consistency in the report’s overall look and feel while introducing fresh visuals and layouts each year that would keep the annual reports engaging and aligned with the chosen themes.

Shown Below: Afton ESG report covers.

THE SOLUTION

Cobalt began by analyzing industry ESG reports and proposed three unique design concepts for Afton’s first ESG report. Afton ultimately selected the theme “Making the World a Better Place” for the 2021 report. Each year since, we collaborated closely with Afton to design, edit, and streamline their content to fit the evolving themes, such as “Keeping Things Moving” in 2022 and “Every Site, Every Employee, Every Day” in 2023. We incorporated company-specific assets, images, and awards, creating an immersive, 34-page online report that presents Afton’s ESG story in an organized, reader-friendly format. Embedded on the NewMarket and Afton websites, the report provides a full-screen digital experience that brings Afton’s ESG journey to life.

Shown Below: Pages from the 2023 Afton ESG report.

THE RESULTS

Our approach allowed Afton to establish a consistent, direct, and compelling ESG reporting style that communicates their mission and values across multiple years. Each year’s report not only met Afton’s high standards but also provided stakeholders with a clear view of the company’s ongoing commitment to environmental and social responsibility. With each new report, Cobalt has helped Afton reinforce its goals and achievements, building a strong foundation for continued ESG communications.

 
“I really liked how the Cobalt team listened to our desires and asks, and then when it came to presenting options, presented a range that helped challenge us to land on a really nice design. I am really proud of the document … you well and truly made us look good!”

Benn Heatly, Global Sustainability Manager
Afton Chemical