In 1999, during Andrew’s time at Precinct Design, Andrew had the opportunity to rebrand one of the world’s largest financial services organisations – Computershare. The project was awarded for a strategic approach that enhanced the creative abilities. In preparation for the pitch Andrew worked with Computershare’s CFO to understand the frequency of customer contact, the approx annual spend on such materials and demonstrated the potential to improve the  brand’s legibility over 600million forms, letterheads and envelope etc, which in turn would assist Computershare’s brand to communicate better and raise the awareness of the brand.

The project spanned over many months, and along with the new brand mark, a comprehensive brand guidelines were developed for usage across 17 countries. The project was a perfect graphic design exercise, because the organisation has little in place in terms of existing graphic assets – except for their colour. The new brand consolidated a symbol and typemark. The lettering that we developed is a customised condensed san serif that mixed shape and rounded corners which is a metaphor for leading technology coupled with the best of people power – the lower case school script ‘a’ is a trademark of Andrew’s work and many of his brands will use a school script ‘a’ if appropriate – Cartell Music is the most recent identity with a school script ‘a’.

The 2000 annual report, which is documented in this case study, was a launch document for Computershare’s new brand and a working example sampling new colours, typefaces, charting, graphing, image and writing recommendations. The report was developed from the shareholders viewpoint which was driven to tell Computerhare’s story in plain language. The theme – Oceans of information at your fingertips – was illustrated by an editorial writing style from Andrew Pegler and stark graphic photography by Earl Carter. The report was made up of two documents and printed in three colours on uncoated paper.

Ten years on the brand remains in place.

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