Australian meat processors are the single largest exporter of national food products to the world, with over 60% of meat produced here being exported.
Industry leaders launching a new vision
The Australian Meat Processor Corporation (AMPC) is a national research and development corporation. Their mission is to propel the industry forward through innovation to become more competitive, profitable and sustainable. In 2020, a bold new creative direction was embraced by the Board and Another Colour was appointed creative partner for a full corporate rebrand.
The project received an Honorable Mention in Communications at the DNA Paris Awards 2021.
- Art direction
- Annual report
- Longform document design
- Custom charts and icons
- 3D illustrations
- Slogan development
Reflecting on the year in a three-dimensional Annual Report
To capture AMPC’s future-facing spirit, the Annual Report 2020 presents a new look for a strategic vision that champions sustainability and innovation. The report features original 3D models with futuristic fibreglass finishes, a dramatic departure from overused and irrelevant stock photography of farmers and retail butchers. Through an iterative process and several workshops, 2D and 3D infographics were developed.
Another Colour’s ability to listen and make informed decisions on creative direction is a joy and not something I have found very often in working with design teams. They have a superior style of engagement with clients and work hard to understand and anticipate their needs.
Incorporating industry models in a strategic vision
The five-year Strategic Plan presents AMPC’s renewed focus on technology and partnership. We collaborated with mechanical engineers to source authentic robotic models and incorporated them into our designs. A colour palette was inspired by hues of the industry — from machinery, laboratories and protective plastics. The final report was printed on renewable stocks, perfect bound and finished with spot varnish, to enhance the shiny renders.
Updating a nation-wide member base
Outlining the year’s R&D initiatives, the Annual Operating Plan depicts a carcase being divided into primal cuts, literally representing the role of processors with dotted lines. These dotted lines then wrap across the back cover to represent the exporting journey. To highlight the network of processors, every processor in Australia was mapped as a point of light on a night-time model, conveying the expanse of the membership.
Raw models courtesy of Strategic Engineering Pty Ltd and Scott Technology
Another Colour are of a rare quality — they are genuine and are true partners in making ideas and concepts visual and effective. Working with Steve and his team has been a seamless experience for us. We love what they have helped us to produce and the feedback from outside our organisation has been outstanding. I believe their service is excellent value.
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