Continuing the evolution

The Brief

Genesis Energy is a cornerstone of Aotearoa New Zealand’s energy sector, responsible both for delivering reliable power today and accelerating the transition to a low-carbon future. With its long-term Gen35 strategy launched in 2024, Genesis had already set a clear course; by the 2025 reporting year, the company had moved from the “Future Fit” horizon to the “Accelerated Transition” phase.

As the only gentailer with both renewable and thermal generation, Genesis carries a unique dual responsibility: ensuring the country’s security of supply through its Huntly plant while steadily reducing reliance on fossil fuels. The brief called for a report that would make this balance visible — showing progress on new renewables such as the Lauriston solar farm, the move toward biomass at Huntly and the installation of grid-scale battery storage — while reassuring stakeholders that short-term pragmatism is fully aligned with a long-term, low-carbon vision.

The Solution

The foundation of our solution was continuity with evolution. Stakeholders needed to see this report as another chapter in an unfolding strategic story, not a departure. We carried forward the brand character and clean, confident style established in the 2024 Next Generation report, but evolved it to convey acceleration.

Visually, we activated the circular transition graphic first introduced last year, adding gradients, motion and animation to signal momentum from “here to there.” Subtle online animations and embedded videos made the action more tangible, with earlier cues in the design to draw attention to these features. At the same time, we simplified page layouts, reduced clutter and relocated the interactive navigation bar to the bottom of the screen — creating a calmer reading environment while improving usability.

With such a rich body of information to present, our design choices were driven by clarity and accessibility. We structured the content around Genesis’ Gen35 horizons strategy, used dividers and clear navigation to aid comprehension, and created a hierarchy that made complex information easy to scan and digest. In short, the design mirrored the strategy: consistent, measured and moving decisively forward.

The Results

The finished report demonstrated both reassurance and momentum. It held firm to Genesis’ long-term positioning while showcasing tangible progress on new renewables, biomass readiness and battery investment. It was alive to market dynamics — from gas shortages to investor sensitivities — while clearly showing how the business is managing risks and seizing opportunities.

The continuity in design provided confidence and stability, while the evolution in tone and interactivity underscored the theme of acceleration. The interactive version gave stakeholders new ways to explore video stories and data, reinforcing transparency and engagement.

Ultimately, the report reassured investors, customers and the wider public that Genesis is actively managing today’s challenges while accelerating towards a more renewable, resilient energy future for Aotearoa.