Client:
ExxonMobil
ExxonMobil
Role:
Creative Direction,
Art Direction,
Graphic Design
Creative Direction,
Art Direction,
Graphic Design
Collaborators:
Account:
Tom Blim
Editorial:
Terrence Murray
Alex Macinnes
Account:
Tom Blim
Editorial:
Terrence Murray
Alex Macinnes
Disciplines:
Editorial Design,
Print,
Investor Communications,
Corporate Storytelling
Editorial Design,
Print,
Investor Communications,
Corporate Storytelling
The annual shareholder meeting is both a moment of accountability and an opportunity to shape what comes next.
The challenge
The assignment was an annual leave-behind publication that had to do two things at once: celebrate a year of real accomplishments, and give shareholders, prospective employees, and investors confidence in where ExxonMobil was headed next. It needed to read as credible and established, without ever becoming predictable.
The assignment was an annual leave-behind publication that had to do two things at once: celebrate a year of real accomplishments, and give shareholders, prospective employees, and investors confidence in where ExxonMobil was headed next. It needed to read as credible and established, without ever becoming predictable.
The creative approach
We synthesized a year of milestone stories and editorial content into one unified narrative, then pushed the design bolder than a typical investor leave-behind—deliberately breaking from the category's usual conventions to make it stand out and get picked up. Strong typography, a metallic cover, and a disciplined grid communicated stability, while more energetic pacing and imagery carried the optimism and forward momentum underneath it.
The outcome
The final publication balanced legacy and ambition — and stayed future-forward not just in what it said, but in how it looked and felt, from the bold departure from typical leave-behinds to the energetic pacing that carried the reader through it. It became a significant tool in ExxonMobil's broader investor communications ecosystem, proof that credibility and momentum could live on the same page.
