Sharper focus on stronger results

The Brief

With the Government seeking stronger financial performance from its state-owned enterprises, the Pāmu 2025 Integrated Report needed to signal a clear shift towards focusing on commercial outcomes. The brief, captured in the theme “Prioritising performance”, called for evidence-based storytelling that demonstrated efficiency, discipline and measurable results.

The report was to show progress against the new Statement of Corporate Intent and reassure Government and Treasury that the company’s strategy, structure and operations are driving improved returns. At the same time it needed to connect with wider audiences such as staff, customers and partners, highlighting the value Pāmu delivers to New Zealand beyond its dividend: as a responsible land steward, innovative farming partner and leader in sustainable agriculture.

 
The Solution

We developed “Prioritising performance. Delivering value.” as a dual message that reflects both the Government’s expectations and the organisation’s purpose to farm with care, intelligence and long-term value creation in mind.

The design direction was deliberately structured and operational in feel, signalling focus and accountability. Clean layouts, uncluttered data visualisation and strong infographics helped make performance metrics easy to grasp and compare. Every section was anchored in outcomes, not aspirations, with dashboards, benchmarks and concise case studies that turned strategy into tangible evidence of progress.

Photography and tone balanced commercial rigour with authenticity, celebrating real people and places while reinforcing that farming excellence is a disciplined business pursuit. The report’s digital-first landscape format optimised data display and user experience, with equal attention to print readability for key stakeholders.

Throughout, our design and editorial approach worked to align business performance with environmental and social stewardship, demonstrating that for Pāmu, commercial success and sustainability are inseparable parts of the same equation.

 
The Results

The 2025 Integrated Report marked a confident evolution in Pāmu communication. It presented the business as performance-driven, benchmark-aware and outcomes-focused, while retaining its integrity as a kaitiaki (guardian) of Aotearoa’s land and resources.

By embedding clarity, structure and evidence throughout, the report reinforced trust in the company’s leadership and direction, meeting its brief to show that Pāmu is not only prioritising performance but delivering value where it counts most.