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When your core brand is built on having fun, being carefree, riding your luck and taking a bit of risk, telling a strong investor story can be a challenge.
The team at SkyCity asked us to use their annual report to tell a corporate story about the quality of their strategic thinking and how their work has added value to investors, employees, the wider community and the country as a whole. To do so we developed a sophisticated corporate expression of their brand with a consistent and authoritative visual style, and used this to deliver a well-considered up-market magazine-style annual review.