A confident evolution

The Brief

PFI has grown significantly in scale and capability in recent years. Their reporting voice had been deliberately modest. With stronger fundamentals and a larger platform, FY25 was the right moment to speak with more confidence and to restate the investment proposition in a way that better reflects who PFI is today. The report would be an evolution, not a reinvention – sharpening tone and structure while keeping familiar signposts for investors.

The Solution

We repositioned the report to tell a stronger investment story – one centred on investor outcomes rather than corporate attributes. The strategy was to move from talking about PFI to talking about the benefits and results delivered for investors. Alongside this shift, we built in a strong educational layer that clearly explains how PFI generates value and what drives returns.

At the heart of the report sits the long-standing promise “Delivering strong, stable returns.” – not a new idea, but one restated with greater prominence and conviction. The opening section answers two key investor questions: why invest in PFI, and how the investment is managed to deliver steady returns. The story then proves the case with long-term return and dividend data, followed by concise, benefit-led drivers in plain English – portfolio quality and diversification, sustainable upgrades, strong tenant relationships, prudent capital management, experienced governance and deep sector expertise. Each is supported by rational data and clear signposts into the Year in Review.

Design reinforces the strategy and amplifies accessibility. The visual language uses contrasting pace and execution to balance bold, factual storytelling with human connection. Singular imagery conveys industrial strength, development and partnership, while detailed illustrative elements support skim reading and soften the tone of a strong, structured layout. Information is visually grouped for easy ‘snacking’ and quick reference, with brand colours punctuating and segmenting sections. Animated performance and dividend graphs add subtle interactivity in the online version – a limited but deliberate use of movement to reinforce growth and continuity. The result is a report that looks and feels confident, grounded and clearly PFI.

The Results

The report now opens with a confident promise and quickly evidences it. The education thread clarifies how returns are generated and what can influence them, giving investors a clearer understanding of the business model. The modular content travels easily across IR channels. Feedback has been strong: the report has become the foundation for how PFI tells its story – informing how investment credentials are presented to the market, shaping social and web content, and forming the basis of a growing series of investor education and advice pieces.