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Concho Resources wanted to communicate their efforts and convey they are distinct as a company in their industry. In addition, Concho wanted the annual report to not look like a traditional gas and oil book, which typically feature gas and oil imagery of rigs, derricks, and field operations.
We wanted to focus on the various attributes and many facets of Concho as a company and how they combine to create a a successful business. Similar to how extracting oil — a precious natural resource — requires many special talents (precision, teamwork, etc.), a precious gemstone requires special talents to be extracted and refined so that it becomes more valuable. Using this metaphor, attributes of Concho are called out through various illustrations, and the annual report serves to position Concho as a multi-faceted operation with great value — "A Cut Above", as the cover states. Beyond the concept, it was important that the execution of the annual report be unconventional. The entire cover and narrative are printed on black paper, using a combination of opaque white ink, metallic silver ink, two registered foil stamps, and spot UV varnishes.
The final product exceeded the expectations of the management team and shareholders. The annual report continued Concho's reputation of leadership and not following industry trends, and it broke the traditional paradigm typically found in oil and gas financial reports, typically being cited for its unique look. For our company, it helped garner us more business and the opportunity to work on subsequent projects with Concho.