Through many years of ongoing creative partnership and collaboration, thinkPARALLAX has helped Southwest Airlines reinforce its position as a leader in the airline industry by showing how the company’s values — including integrity, teamwork, and excellence — translated into attention to ESG issues.

Ultimately, we shifted the focus of the One Report from what the airline was doing in terms of ESG efforts to why it matters. The information we gathered from a cross-section of employees, volunteers, partner organizations and suppliers allowed us to develop a solution to simplify content from previous reports and focus our creative energy on telling the compelling stories behind the numbers. We also challenged the company to rethink its overarching communications strategy, previously informed by the One Report at the center, and embrace a more forward-looking approach.

Our team delivered a dedicated One Report microsite, including a series of animated videos, infographics, and an interactive PDF report with a custom report-builder tool. Equally important, we helped shift the internal mindset on ESG communications to realize an audience-focused, integrated strategy that makes a clear connection between sustainability goals and overall business objectives.