As Fonterra approached the end of the first full year of their new strategic plan, it was time to update stakeholders with a progress report and a reminder of their reset from volume and global scale to a New Zealand-centred sustainable scale.

Taking a storytelling approach, we articulated the healthy environment, healthy people, and healthy business aspects of the cooperative, as three interrelated parts of an integrated whole, built around an overarching story arc of ‘Good Together’.

This storytelling followed through into design, where the essence of collaboration and connections were manifested visually. Immediately apparent is the use of hero brand imagery showing staff united, farming communities working collectively and consumers enjoying products together. Essential to this was the captioning and naming of each individual within the greater Fonterra whānau. Finer details also flow throughout, connecting the images with rich content by using visual techniques such as the layering of colour information panels and typographic interaction of headlines with photographic content.

This annual report was the first of five associated documents produced in quick succession, and it also included a sustainability report.

Fonterra was exceptionally happy with the result, not only strategically but with the design narrative, cohesion and aesthetic.

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AWARDS
Australasian Reporting Awards / Gold Award – Best of Industry

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CREDITS
Design Director & Designer Christopher Gough Palmer
Strategy Mike Tisdall / Steven Giannoulis
Account Director Monique Wallace
Production Mason Smith & Jo Otto
Agency Insight Creative