This year Xero began to report on non-financial areas, as well as the usual details about our performance in the Annual Report for the year ending 31 March 2022.
Working with a creative thought of ‘openness’ from the theme of fresh perspectives, the creative team of Sandi MacKechnie, Sloane Dougherty and Bronte Messam, presented ideas to the Xero leadership team on how we could communicate to the market deeper information representing the full value of the company.
A big consideration in a travel restrictive environment was delivering vibrant and positive imagery to support a global outlook. At Xero we are fortunate to have an abundance of in-house talent and played to our strengths when it came to execution of the creative thought.
Settling on a previously established ‘Xero world’ of paper craft we engaged with our in-house paper engineer, Magda Ksiezak to nuance the initial ideas and develop the builds in the imagery.
The models were created and photographed in the Melbourne Xero studio, with remote art direction from Wellington.
Credits: Creative director: Pete Montgomery | Senior designer: Sandi MacKechnie | Art director: Sloane Dougherty | Designer: Bronte Messam
Lead Paper Engineer: Magda Ksiezak | Paper Engineer: Benja Harney | Designer: Hannah Boekhorst | Photographer: Nic Song
Lead Producer: Debbie Hehenkamp | Producer: Emma Grey | Photography Producer: Lauren Billingham