A fresh perspective on performance, shaped by openness.
Xero's global theme in 2022 was 'fresh perspective'. We were tasked with ideating a concept for the annual report using 'fresh perspective' as a creative lens. We came up with the idea of 'openness' to help communicate deeper information to the market in order to represent the full value of Xero.
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Embracing the fresh perspective through alternative media and bold metaphor imagery.
Working remotely with paper illustrators based in Melbourne, we created vibrant visual metaphors to communicate 'openness' and 'fresh perspective'.
As senior designer I worked with team-mates to create initial concepting, leading the design and layout and working with the art director, photographer, intermediate designer and paper artists.
As senior designer I worked with team-mates to create initial concepting, leading the design and layout and working with the art director, photographer, intermediate designer and paper artists.
The section divider spreads played a key role in introducing the concept of integrated reporting.
Bold paper craft scenes translated complex ideas into clear, accessible metaphors while delivering Xero’s signature sense of surprise and delight.
Bold paper craft scenes translated complex ideas into clear, accessible metaphors while delivering Xero’s signature sense of surprise and delight.
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