Every organisation has a story.

Not an invented one. A true one.

An annual report is more than a compliance document. It's one of the few opportunities each year to step back and communicate who you are, what you've achieved and where you're heading.

The strongest reports don't begin with layouts or typography. They begin by listening.

By understanding what makes your organisation unique, uncovering the story that's already there, and designing a report that communicates it with clarity, honesty and craft.

For more than twenty years, PCD has partnered with organisations to create annual reports that are engaging, thoughtfully designed and genuinely useful to the people reading them. Reports that respect the audience, simplify complexity and help shareholders, employees and stakeholders better understand the organisation behind the numbers.

Our clients include organisations such as KFC, Burger King, Starbucks, The All Blacks, Air New Zealand, OFX, Coles, THL and CGU. Each project has been different, but they've all begun the same way—with a conversation.

If you're starting to think about this year's annual report, sustainability report or corporate communications, we'd love to help uncover your story.

OFX Annual Report

The brief for the OFX Annual Report was deliberately simple — to keep the communication clear, direct and focused on the numbers. Our role was to make that clarity feel intentional, not minimal. We focused on creating a typographically confident system that guided the reader through the information with ease, while introducing a sense of momentum throughout the report. Subtle graphic elements — including angled directional forms, a restrained but vibrant use of orange, and a light, open typographic approach — were used to reflect OFX’s position as a business that is moving forward with energy and precision.

The result is a report that feels clean, considered and easy to navigate, while quietly reinforcing the idea of progress and forward movement.

CGU White paper

The CGU White Paper explored the state of ambition in Australia today. With strong, opinion-led content at its core, the design approach was intentionally restrained to let the ideas lead the communication. Typography, colour and imagery were used with a minimal hand, creating space for the message to land with clarity and impact. The tabloid format added an unexpected point of distinction, helping the piece stand out in public environments where it was distributed, including train stations across the country. The result was a bold, direct publication that allowed the content to do the work — and ensured it was seen and read in the right context.

TOURISM HOLDINGS LTD Annual Report

The THL Annual Report communicated a period of strong performance following the implementation of a five-year strategic plan. The design approach focused on expressing this sense of stability and momentum through a confident typographic system and a direct, structured visual language. Photography and data were treated with clarity and emphasis, allowing the company’s results to be presented in a way that felt both grounded and forward-looking. The overall tone of the report reflects an organisation that is well-established in the present, while clearly positioned for continued growth in the future.

RESTAURANT BRANDS Annual Report

The year for Restaurant Brands was defined by a strategic repositioning of the business in preparation for changing market conditions. This idea of repositioning became the central design concept for the annual report. A sheet of removable stickers was placed at the front of the publication, allowing readers to interact with the content in a more personal way — from adjusting visual elements such as the CEO’s tie, to marking key pages or simply engaging with the report in a more playful manner. The intention was to create a moment of lightness within a traditionally formal document, while reinforcing the idea that perspective and positioning can be actively reconsidered. The approach contributed to a highly engaging report that was well received internally and noted for introducing a more experimental direction for future publications.

Let’s get started.

If you’re starting to think about your next annual report, sustainability report or corporate communication, I’d love to hear from you.

Every project begins the same way — with a conversation to understand your organisation, what’s changed this year, and the story you want people to take away.

From there, we can explore whether there’s an opportunity to work together.

With more than 20 years’ experience in design and corporate storytelling, I help organisations communicate with clarity, simplicity and craft — so their message is understood by the people who matter most.

Paul Connell
M: 0487 928 140 or email at the button below