The Approach

In our first meeting with Origin's report team, they mentioned that they 'walk the fields' and this struck a chord with us - as did a theme: 'From Sky to Soil – Perform, Sustain, Grow' which informed our entire design approach.

The Report's striking green cover hints at the core elements of Origin's process. A grain die-cut which grows from left to right reveals textures of soil, representing their agronomy expertise, grain, which reflects their high-quality yields; and sky, which is a nod to Origin's drone technology which they use to assess field and crop from above. A fold-out flap unveils a snapshot of their business with relevant facts and figures and sets out the 'perform, sustain, grow' structure of the Report.

The Execution

We added striking pops of yellow and bright blue to their brand palette which appeared in the Report, reflecting the harvest and sky. We used complementary fonts to reflect Origin's expertise (an elegant serif) and technological innovations (a sans serif and mono font). Elsewhere, we created a suite of custom icons to help illustrate and add life to their business model and strategic goals.

To capture their dedicated, hands-on approach, we commissioned a series of photographs of their team on the ground. Working with both our photographers and Origin's local photographers we shot in various sites in the UK, Romania and Brazil. To maintain consistency across all imagery, we produced mood boards and remotely art-directed the shoots to ensure the results were harmonious and beautiful. Soil, crop and sky textures from these shots are peppered throughout the Report in charts and tables. Staying with photography, team members were featured in the background of Chairman and CEO images to further emphasise the strong team ethos of their business.