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When Serko wished to capitalise on their success by penetrating large international markets, they entrusted the Investment Statement for their IPO to us.
Their exceptionally clever corporate travel booking and expense management software had already achieved impressive growth. Our task was to explain their story and their potential in an engaging and compelling way.
Serko’s corporate travel booking and expense management software helps large global businesses manage their travel and compliance requirements and streamline complex processes like mass corporate travel bookings. In short, it is exceptionally clever software that had already achieved impressive global reach.
When Serko decided to list on the New Zealand Stock Exchange to raise capital for further international growth, they turned to us tell their story to the investment community. The Investment Statement is the primary vehicle for presenting the investment opportunity to the market, and the format is tightly dictated by the Financial Markets Authority (FMA). The challenge was to design a convincing story-telling document that is attractive, engaging and informative, within narrow and prescriptive legal constraints.
Creative Thinking and Solution
The New Zealand investment community had never heard of Serko before. Our design idea was to engage the audience in the travel experience from start to finish and use this as a vehicle to showcase the Serko story. As a technology product in the travel sphere, we borrowed the vernacular of travel and combined it with a structured graphic toolkit to provide a tone that is credible and tech-savvy.
For the front cover we sought reader interactivity by physically sticking a luggage tag around the opening side of the document. The glossy luggage sticker contains the typical three letter abbreviations – destination IPO. Set against a matt finish background of the leather suitcase cover image, the realism is tangible. The sticker also contains a QR code taking the reader to an IPO-specific website that includes an online application form.
The document’s format is American Letter, 216x280mm – a little wider but less tall than the usual A4, giving the document a feeling of airplane literature. The internal pages use international travel references with a digital aesthetic and a colour palate dominated by the brand’s blue gradients, reflecting the sky seen out of airplane windows. The typography and layout throughout the document is reminiscent of travel signage.
The investment offer appealed so strongly to the market, that the retail offer was oversubscribed and closed a week early. From a business perspective, an overwhelming success. The client was so thrilled with the luggage tag idea that more were ordered and used for packaging of other marketing collateral. They’ve now asked us to extend the overall design concept to some of their other material including the first post-IPO annual report.