Xero 2022 Annual Report

Background

Xero's global theme in 2022 was 'fresh perspective'.

Problem

We were tasked with ideating a concept for the annual report using 'fresh perspective' as a creative lens.

Solution

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.
Working with the very talented in-house paper illustrator (Magda Ksiezak), we created vibrant visual metaphors to communicate 'openness' and 'fresh perspective'.

My role included initial concepting, leading the design and layout and working with the art director, photographer, intermediate designer and paper artist.

Credits:
Creative director: Pete Montgomery
Senior designer: Sandi MacKecknie (me!)
Art director: Sloane Dougherty
Designer: Bronte Messam

Paper Engineer: Magda Ksiezak and Benja Harney Designer: Hannah Boekhorst
Photographer: Nic Song

Lead Producer: Debbie Hehenkamp
Producer: Emma Grey
Photography Producer: Lauren Billingham