The brief from the client was to focus on visually representing their strategy as well as focusing on their pay off line powering possibility. The timing coincided with the launch of the International Integrated Reporting Framework (IIRC) which introduced the five capitals as integral to strategy execution.
The star like visual representation of the strategy was an extension of the XX in the Exxaro corporate identity. The first star represented the five strategic pillars Exxaro wanted to achieve while the second star showed the link to the five capitals as mentioned above. The strategy model was then place on the front cover of the box as well as the front cover of the Annual Report. The current advertising campaign illustrated Exxaro execution of share value though its pay off line powering possibility was used on the inside flaps of the box. Once again showing shared value as key component of IIRC.
The visualisation of the strategy into the two layered star helped Exxaro to communicate with is Stakeholders, especially investors and staff, the direction the company would be taking in the following years as well how this aligned to the five capitals of the IIRC framework. The focused was shifted from triple bottom line reporting to one in which value is created or decrease amongst the five capital in order to create shared value in the long term.