Graphic

Xero 3 Xero Annual Report 2022

2023 Business Communication
Credits
  • Pou Auaha / Creative Director
    Pete Montgomery
  • Ngā Kaimahi / Team Members
    Bronte Messam, Sandi Mackechnie, Magda Ksiezak, Sloane Dougherty
  • Kaitautoko / Contributors
    Benja Harney, Nic Song, Hannah Boekhorst
  • Client
    Xero
Description:

In 2022, as the world began emerging from pandemic restrictions, we saw a chance to create a Xero Annual Report that could show optimism, opportunity, and growth. We wanted to tell a story of a fresh perspective, aligned with our first annual results document to incorporate integrated reporting. We also aimed to guide readers through the document with a clear wayfinding system.

To capture the essence of an optimism in the future, we embraced the concept of openness. Opening 'the books', minds, and being receptive to opportunities vividly illustrated openness and its connection to our five capital inputs of integrated reporting: People and culture, Customers, partners and ecosystem, Platform, technology and data, Social and environmental, and Financial. These inputs represent the key aspects that contribute to our integrated reporting framework.

We chose paper as our medium to visually convey a fresh perspective. Paper allowed us to present familiar concepts in a unique way, capturing the essence effectively. Its versatility enabled us to integrate accounting items into everyday objects, adding creativity and enhancing visual impact.

Drawing inspiration from successful projects within our marketing portfolio, created by our in-house paper engineer and illustrator, we refined our creative approach. This collaboration ensured a cohesive execution that stayed true to our brand.

Additionally, we used icons for each of the five capital inputs in the Annual Report. These icons, combined with chapter headings and paper visuals, created a seamless navigation experience for readers, enhancing their understanding and engagement.

The outcome was a clear communication of a fresh perspective, capturing a sense of optimism, opportunity, and growth of a world reopening after challenges. The creative execution using paper resulted in visually striking representations of familiar objects. The collaboration with our in-house team, along with the integration of icons, produced a refined and cohesive approach throughout the Annual Report.