Description:

How might we get thousands of Iwi stakeholders to take ownership and pride in an organisation that connects them with their future?

Viewable at:
https://ar.moana.co.nz

Moana is the largest Māori-owned fisheries company in Aotearoa. As guardians of Māori fishing assets they are dedicated to contributing to the wellbeing of future generations. They connect the world to the true taste and rare magic of our best kaimoana and kai ora.

In order to express some of their values responsibly; true provenance – hāngai ki te ūkaipō, true to nature – takenga tūturu and true for generations – mo ngā uri whakatipu, they wanted to deliver their annual report in a completely new way.

Anecdotally (and mostly because print readership isn't measurable), Moana saw low readership of their past reports and the knock on effect was a low understanding of what value Moana contributes year on year to the fishery.

Digital is the natural way forward for this. It is much more immediate and not time bound. It also means from a production point of view that design components can be built ahead of time, and content placed right up to the last minute before publishing.

We built a reusable, scalable system, which will make subsequent reports and documents more efficient to design and produce. The rub-off effect was it became a more sustainable way to do their end of year reportin.

We built in lots of rich components; micro-animations, progressive content reveals, varying text hierarchies, all catering for many different reading styles making scanning or absorbing long-form text easier.

Moana can now measure which type of content is engaged with more, so they can understand better where they can throw emphasis for following years.