Project
overview
NPOST - Delivering what we care about
For NZ Post’s 2019 annual report, I was tasked with creating a design that would communicate the company’s core values and performance in a more transparent, human-centered way. The brief called for a shift toward a more relatable and believable style, one that would resonate with NZ Post’s diverse audience — from local businesses to everyday customers.
The overarching design concept aimed to create a visually compelling report that highlighted real stories and connections. To achieve this, I focused on showcasing customer stories through the case studies, ensuring they were both customer-centric and value-driven. The design also needed to demonstrate NZ Post’s key themes: e-commerce enablement, sustainable services, and growth in parcel and letter delivery.
A key component of the project was developing a new photography style. I was responsible for crafting the photography brief and providing art direction for the photoshoots, ensuring the imagery aligned with the report’s goal of authenticity and relatability. The objective was to create a style that was transparent, real, and believable — reflecting the people and businesses that NZ Post delivers value to. The photography needed to be customer story-focused, highlighting the impact of NZ Post’s services while clearly tying back to the three core themes: e-commerce enabler, sustainable services, and the growth of parcel and letter delivery.
I worked closely with photographers, creating shot lists that captured the essence of these themes in an engaging and visually compelling way. I also provided creative direction for photoshoots involving key leaders, such as the Board, Senior Leadership Team (SLT), Chair, and CEO, ensuring their images contributed to the authentic tone of the report.
The project also included the creation of two new infographic spreads. The first aimed to tell a comprehensive story about NZ Post’s domestic operations, while connecting these efforts to a global perspective. The second focused on visually representing NZ Post’s value creation model, offering a clear and meaningful breakdown of how they create value across their business.
Through thoughtful design, photography, and infographics, the NZ Post annual report transformed into a powerful storytelling tool, bringing the company’s efforts and outcomes to life in a way that felt both grounded and impactful.
Company: Capiche Design
Client: NZPOST
Position: Creative Lead
Project: Integrated report
Role: Strategy, concept development, layout design, illustration, art direction of photo shoot
