Strength in choice

thl’s 2026 Integrated Report helped move the story on from having options (2025) to using them well, framing a business making smart choices from a position of strength and communicating that progress with greater confidence and clarity.

The Brief

The previous year’s report had established thl as a business with options, actively responding to changing conditions through its integrated model rather than standing still.

For FY26, the challenge was to take that story forward.

thl was still operating in a volatile global market, but it was doing so from a position of capability. The report needed to show how that strength was being used: making deliberate choices, sharpening focus and reinforcing long-term direction. It also needed to reflect a business that was still performing well, without overstating the backdrop.

Creatively, the brief was to build on the platform developed the year before, while giving the FY26 story more momentum and lift.

The Solution

We built the report around a simple narrative platform: managing today, while remaining positioned for what’s next.

That gave thl a clear way to express both realism and confidence. It acknowledged continuing volatility, while keeping the focus on the advantages thl had built: flexibility, integration, experience and the ability to make wise strategic trade-offs.

This helped shift the narrative from having choices to showing the value of those choices. Actions including the divestment of the UK and Ireland business, Australian retail network rationalisation and North American operational alignment could then be framed not as reactive measures, but as purposeful decisions designed to strengthen focus and improve returns.

Creatively, this came through in Moving with intent, with Ready when the road turns used as the opening message. The language was assured and forward-looking, while the design evolved the previous year’s visual system with more pace and energy through directional graphics, bold typography and cleaner, lighter layouts.

The Results

The final report gave thl a stronger, more positive way to tell its FY26 story.

It brought greater confidence and forward movement to the reporting narrative, while staying measured and credible in tone. Just as importantly, it carried the integrated reporting platform forward in a way that felt evolved rather than repeated, giving thl a clearer and more assured expression for both investor and staff audiences.