Our client, Vital Healthcare – a specialist healthcare property company - was in the middle of an extremely active period of acquiring new properties and developing others.

As the populations of Australia and New Zealand gets older, the demand for healthcare increases exponentially. Vital has taken a strategic view, focusing on the long-term demand for healthcare properties and thinking about what they need to put in place today to meet that demand tomorrow.

They asked us to use their annual report to communicate to investors and other market participants that their activity is driven by strong market fundamentals and therefore not tactical or opportunistic but grounded in sound long-term strategic thinking.

This rising tide in market fundamentals became the starting point for our creative concept – cause and effect.

Our intention was to demonstrate a clear causal relationship between ‘meeting demand’ elements (like ageing population) and ‘creating capacity’ elements (like the Vital’s new acquisitions and developments.) We delivered this through a series of bold story-telling spreads, each one highlighting a demand fact and then showing how it addressed through Vital’s activities. Over the series of spreads, readers are taken on a linear journey from an ageing population statistic through to Vital’s latest development programme.

An upward rising ‘/’ diagonal device was also used throughout the document, further reinforcing the two sides of the cause and effect equation.

As a result of strong and consistent feedback from the investment community, private investors and the healthcare sector, our client was extremely happy with the Annual Report. We were asked to build on the story for the 2015 annual report.