Growth from Metsä
A visual concept for Metsä’s annual reports
Annual & sustainability report covers for Metsä Group & Metsä Board emphasising growth and putting the clients' products in the spotlight. Inspired by the forms of charts and data stacks we constructed architectonic structures designed to grow year by year along with the businesses they represent.
The forestry company Metsä Group, and their paperboard manufacturing brand Metsä Board wanted a set of images for the covers of their annual and sustainability reports. The images should convey the shared theme of ‘growth’, and act as a compelling and unified series. The client wanted two subsequent years covered in one go which obviously meant we had to find an efficient way to craft the images.
Starting point
Creative approach
We created architectonic structures in part inspired by charts and data stacks using the clients’ own products - in the case of Metsä Group this included timber wood, plywood, paperboard, tissue paper, and pulp sheets among others. For Metsä Board, their premium paper board was used as sheets and as folded packaging box forms, crafted to convey a sense of upward growth and progress. This approach not only honoured the raw materials and processes integral to Metsä Group and Metsä Board but also introduced an artistic element and visual intrigue to the otherwise corporate financial information.
Metsä Group's raw ingredient is wood and just like trees grow, we wanted the structures to grow from one year to another - gaining in volume and height. The yearly growth naturally also refers to the goals of growing the business and these growing, evolving structures also helped us solve the problem of having to cover two years of annual reports with one concept without unnecessary repetition and allowed us to be efficient by using the first year’s structure as a basis on which to add layers. This efficiency had the added benefit of lining up well with the clients’ own sustainability goals.
