PT PERUSAHAAN GAS NEGARA (PERSERO) TBK (The state natural gas company of Indonesia)
Industry Position: PGN is a technical innovator within the ASEAN gas distribution industry. With $1.5B in annual revenues, it is one of the top 5 Indonesian companies by market capitalization. Roughly 45% of PGN’s equity is publicly traded.
Assignment: BrandBook provides writing, creative direction and strategy consulting for PGN’s Investor communications. Pictured is the 2013 package including annual report, sustainability report, financial presentation and overview book. The Indonesian reporting requirements are among the most stringent in Asia, forcing shareholder reports to run many hundreds of pages. A Sustainability report is also mandated. The entire package is 750 pages. Both a English language and Indonesian (Bahasa) version are produced. PGN’s shareholder report thus is a formidable package. This places a special challenge to the Investor Relations team: keep design quality and narrative interest high throughout a long and complex technical document.
Brand Strategy: PGN’s 2013 Annual Report consisted of a carefully curated series of words, each one printed on clear plastic, with a white background, so the letters are clear and allow the photography beneath to fill and animate the letters. The word used for the cover “EXPERTISE” sets the tone for other important attributes in each section that follows. The package weighs nearly 2 Kilos. Brandbook suggested and produced a “baby book” version, a 1 minute read with 8 key factors of interest to international institutional investors.
Result: In addition to outstanding awards recognition (see below) the price of PGN’s securities held value exceptionally well during a volatile period in currency exchange and global petroleum prices.
PGN has significant investment in pipeline infrastructure, but has aggressively diversified into innovative, higher value added business lines. By adopting a design motif that is reminiscent of pipeline and using it in a variety of ways, the visual language underscores the strategic message.
