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Annual Report made wonderful
Client: Mercury
Annual Report made wonderful
Client: Mercury

The 2016 Mercury annual report was the first major publication following their rebrand.

Our challenge was to not spook investors but to clearly show continuity while boldly illustrating everything had changed under the new brand. No easy ask.
 
We made the new brand the hero, unfolding the story over the opening three spreads. Showcasing the visual identity and positioning the brand as a new expression of their ongoing customer-led business strategy was key.
 
A new strategy spread and business model diagram were introduced to tell the continuing business story in a fresh way, more aligned with a more dynamic brand. Magazine style case studies were used to showcase the brand story in action.
 
Mercury received great feedback from investors and other stakeholders. And we've had a number of clients point to this report as the benchmark they aspire to for their next report.

See also: Mercury Rebrand Rollout