Case study
Wesfarmers A fresh new annual report design
to celebrate a milestone year.
Challenge
Mindfield has helped Wesfarmers manage
its investor brand since 1997. In 2008, a major
milestone in Wesfarmers’ 94 year history was
achieved with the $19 billion acquisition of
Coles. Although overnight Wesfarmers assets
and number of shareholders tripled, the
company’s focus on providing a satisfactory
return to shareholders remained the same.
The challenge was to capture this change
while at the same time, communicating to
shareholders it was business as usual.
Insight
There are around 2,000 companies listed
on the ASX competing for investor dollars.
Imagine the dairy section of your local Coles
stocked with 2,000 different brands of milk
and you’ll understand the choice available.
What makes Wesfarmers unique among all
these companies is its diverse portfolio of
businesses. This diversity helps Wesfarmers
meet its single corporate objective of
consistent returns to shareholders.
Solution
To reflect the milestone year, a fresh, new
design direction was taken. The statement
“Strength through diversity” was created by
Mindfield to capture the essence of Wesfarmers’
brand proposition to investors. Throughout the
document, photographs of employees from
different businesses were photographed holding
large cards that told the story of the new, larger
Wesfarmers. The diversity theme continued
through the divisional sections of the report
where visibility was given to the company’s
different brands, industry sectors and business
portfolio. This annual report was awarded Gold
at the 2008 Australasian Reporting Awards.
hin
ou t t
k
“Strength through diversity” captures the essence of Wesfarmers’ brand proposition
to investors, and provides a point of difference from other listed companies.
BR AND Strategy | Naming | Identity | management
2/73 Troy Terrace Subiaco WA 6008 PO Box 829 Subiaco WA 6904 T 08 9381 3311 F 08 9381 3318 minds@mindfield.com.au
www.mindfield.com.au