Oil Search commissioned ArmstrongQ to design and produce their 2013 Annual Report as part of their 2013 Reporting Suite.
Oil Search Limited is a public company listed on the ASX. It was established in PNG 1929 and listed in 1974. Over 95% of the Company’s assets are located in PNG, where it holds a range of oil and gas production and exploration licenses. It is PNG’s largest oil producer.
Oil Search’s main growth asset is its 29% interest in the US$19 billion PNG LNG Project, a world‑class liquefied natural gas (LNG) development. The Project is on track to produce first LNG cargoes in the middle of 2014, which will quadruple Oil Search’s annual production volumes from 2015 onwards and transform the Company into a significant LNG exporter.
2013 was a pivotal year for the company as it was positioned on the brink of the successful delivery of the PNG LNG project. It was a year of significant transformation.
The successful delivery of the Project in 2014 will result in Oil Search transforming into a significant LNG producer, moving the company into a new era in growth potential.
Our goal was to capture this transformation through a strong, vibrant, culturally-sensitive and innovative design theme and execution so that all stakeholders engaged with and understood this transition.
With the thematic of "Transformation" identified, we explored the concept of the life-cycle of an insect/animal as we felt this directly linked to the life-cycle of Oil Search. We researched a range of animals and insects and selected the butterfly because of the significant transformation it undergoes from caterpillar, chrysalis to butterfly.
Research was undertaken to identify a butterfly which was native to PNG, and we discover the Queen Alexander Butterfly – which just happens to be the largest butterfly in the world.
The cover of the Annual Report features a glimpse of the future butterfly, conveyed through the "Micromotion" print embellishment technique. We selected a "Touch Matt" finish which, in turn, enhanced the butterfly embellishment.
The "Touch Matt" has a velvet-like quality and combined with the Micromotion finish, creates an eye-catching visual result.
Micromotion is a unique screen-printed finish that offers lustrous patterns which are mesmerising and tactile. Changing the angle of the cover allows light to be reflected causing subtle changes to the pattern and creates the illusion of motion which helps to portray Oil Search's current process of transformation.
The butterfly and use of Micromotion also intrigues the viewer and alludes to the change that is about to come for Oil Search when the PNG LNG project is completed in mid 2014.
It was also important to capture the stage at which Oil Search was in its transformation. In 2013 Oil Search's transformation process in 2013 was not yet complete. In terms of the life cycle of the butterfly and Oil Search, we felt both were at the chrysalis stage. This was revealed on the opening spread of the Annual Report.
The ArmstongQ photography team spent one week in PNG capturing the current progress of the PNG LNG project and Oil Search’s other operations, community and sustainability initiatives.
The internal pages of the 2013 Annual Report supported this theme by relying heavily on strong imagery and use of graphic devices. Most shareholders do not have the opportunity to travel to PNG to ‘see’ the project for themselves. It was therefore important to provide the readers/stakeholders with a visual context for the Company’s operations. This, in turn, was supported by graphic devices to enable the reader to absorb a range of information and differing levels of information.
The client was excited about the concept and the unique treatment applied to the front cover. They were surprised to learn about the Queen Alexander Butterfly and were amazed at its beauty. The appreciated the effort we had undertaken to capture the key theme of their company.
The report was extremely well received through the company, exceeding expectations. The client was thrilled with the finished product, and also enjoyed being involved with the process from concept development through to completion.
Initial impressions are that it is being well received by the market. However, it was only completed days ago and distribution is not complete, therefore full stakeholder response is not yet known.
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