Project Overview

2013 was a pivotal year for Oil Search, as it was on the brink of successfully delivering the PNGLNG project, transforming the company into a significant LNG producer, and a new era of growth.

Our goal was to capture this transformation through a vibrant, culturally-sensitive and innovative design theme and execution so all stakeholders engaged with and understood this transition.

With the thematic of transformation identified, we explored the concept of the lifecycle of a butterfly, as we felt this directly linked to the transformation/lifecycle of Oil Search. We carried out research and discovered the Queen Alexander Butterfly; the largest butterfly in the world was also from PNG.

The cover of the Annual Report features a glimpse of the butterfly, conveyed through the ‘Micromotion’ print embellishment technique, a screen-printed finish, when changing the angle of the cover, allows light to be reflected and creates the illusion of motion, reinforcing the theme of transformation.

Further enhanced through selecting a ‘Matt Touch’ finish. This visually eye-catching effect offers lustrous patterns, which are mesmerising and tactile.

We applied this approach to the 2013 suite of reports using different colours and images for each report.

Project Commissioner

Oil Search Limited

Project Creator

ArmstrongQ

Team

Mark Reynolds, Art Director
Michael Armstrong, Photographer
Glyn Szasz, Retouching
Peter Armstrong, Account Manager

Project Brief

Oil Search commissioned ArmstrongQ to design and produce their 2013 Annual Reporting Suite. With a 29% interest in the US$19 billion PNGLNG Project 2013 was a pivotal year for the company is on the brink of the successful delivery of the PNGLNG project.

Our goal was to capture the transformation of the publicly-listed company, Oil Search, into a world?class LNG exporter. It was also important to convey the stage at which Oil Search was in during this transformation process, in 2013 the process was not yet complete.

After much research around PNG flora and fauna that displayed clear lifecycles, we decided the butterfly represented this most effectively—currently in the chrysalis stage. We then discovered the world’s largest butterfly came from PNG—the Queen Alexander Butterfly.

The cover of the Annual Report features a glimpse of the future butterfly, conveyed through the ‘Micromotion’ print embellishment technique. Combined with a ‘Touch Matt’ finish it creates an eye-catching visual result. Changing the angle of the cover allows light to be reflected causing subtle changes to the pattern, creating the illusion of motion, which portrayed Oil Search's current process of transformation.

Project Innovation/Need

The covers of the Oil Search Annual Reporting Suite feature a glimpses of PNG flora, fauna and cultural art, conveyed through the ‘Micromotion’ print embellishment technique. This offers lustrous patterns, which are mesmerising and tactile. Each cover was carefully and meticulously hand crafted to create unique patterns. Changing the angle of the cover allows light to be reflected causing subtle changes to the pattern and creates the illusion of motion, a visual experience we wanted to achieve to support the theme of transformation.

We combined this with a ‘Touch Matt’ finish, which has a velvet-like quality, enhanced the butterfly embellishment by creating a tactile contrast and created an eye-catching visual result.

The novel aspect of combining the Micromotion and matt touch to the theme of movement and transformation gives the reader/viewer to a new visual and tactile experience. They also intrigue the viewer and allude to the change that is materialising for Oil Search when the PNG LNG project is completed in mid 2014.

Design Challenge

The critical component of the design challenge was the need to create a concept that captured and communicated the fundamental change that was occurring at Oil Search.

It was also important to capture the stage at which Oil Search was in during this transformation process in 2013, which was not yet complete.

With the thematic of ‘Transformation’ identified, we explored the concept of the life-cycle of a butterfly, as we felt this directly linked to the life-cycle of Oil Search. We selected the butterfly because of the significant transformation it undergoes. Research was undertaken to identify a butterfly that was native to PNG. We discovered the Queen Alexander Butterfly—one of the largest and most rare butterflies in the world.

In terms of the lifecycle of the butterfly, we felt Oil Search was at the chrysalis stage. This was revealed on the opening spread of the Annual Report.

And there was something else. Daring. The ArmstongQ photography team spent one week in the remote Highlands of PNG, amongst spiders the size of dinner plates and mosquitoes like helicopters.

Effectiveness

The client was excited about the concept we developed and the unique treatment applied to the covers. They were impressed with the level of research undertaken to capture the dynamic change occurring within their company.

The suite of four covers—featuring a butterfly, tribal mask, basket weave and orchid—provide an extremely tactile interactive experience. The viewer is engaged to explore each image through changing the angle of the cover, light is reflected to cause subtle changes in the pattern, creating the illusion of motion and transformation. As a next step the viewer is compelled to touch the covers and explore the texture—all before opening the reports. Interest and engagement have been created from the outset.

The Reporting Suite was extremely well received throughout the company—from the CEO and Board, communications and investor relations teams—exceeding their expectations in terms of creative approach, technical innovation and quality. The client was thrilled with the finished product and enjoyed being involved with the process from concept development through to completion.

Graphic Design - Publication

This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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