To demonstrate Mercury’s brand proposition, we developed the single-minded theme of choice. Choices that let customers enjoy energy more. But choice needed to be more than a creative idea & core to the reader’s experience. This starts with selecting a print or online experience.
We wanted the report to feel connected, balancing big feature spreads with many smaller real, on-the-ground stories, facts & numbers. For print we chose a high-end magazine style, shape & paper stock to add energy & pace. Two-covers gave the reader two ways to engage with the report: financial or storytelling.