In 2015 Webster significantly diversified its interests with a range of acquisitions to shore up future supply chains and in particular secure significant water holdings and cotton plantations.
Fluid interviewed company executives to establish key brand messaging before applying a range of design techniques to communicate the diversification strategy in a forward-looking piece. The key deliverable was to explain the brand's diversification which had resulted in an almost unrecognisable company portfolio that delivered on the year-end strategic goal of Surety. Flexibility. Opportunity. To differentiate the forward-facing content from the annual report, Fluid created two documents: a large-format tabloid-style newspaper and an A4 annual report, bound together by a belly band. The large-format paper paid homage to the company's incredible heritage and encourages current and prospective shareholders to 'read all about it' with easy to digest articles and infographics.
The two documents, developed and written in an easy-to-understand way, translated what could have been a complex array of information into an easily digestible set of elements. The bold graphics and illustrations, accompanied by the unique format, enhanced the reading experience and ensured any level of investor and stakeholder could extract enough information to satisfy their needs.