All projects showcased represent the individual creative direction and design execution of Mason Williams. Certain projects were produced during agency tenure.
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McPherson’s
2024 Annual Report
The Challenge
McPherson's required a complete visual refresh for their 2024 Annual Report under the direction of a new CEO. The existing corporate styling was viewed as lacking the necessary impact to properly represent their extensive health, wellness, and beauty portfolio. The challenge was to move away from a traditional, conservative layout and develop a striking, modern aesthetic that would immediately grab attention and confidently reposition the company's visual presence.
The Solution
We shifted the design focus to high-impact, full-bleed photography that prominently showcased their core products and lifestyle imagery. By pairing these bold, large-scale visuals with a clean, minimalist layout and clear typographic hierarchy, we elevated the report to feel more like a premium beauty editorial than a standard financial document. This straightforward approach successfully delivered on the CEO's vision, resulting in an engaging, modern report that effectively highlighted their brands while maintaining professional readability.
See the full Annual Report here
Mirvac