Fullers
Articulating equity
Fuller’s is a family-controlled premium pubs and hotels business with a strong heritage and pride and passion in everything it does. After a period of transformation and navigating the pandemic, Fullers approached Luminous’ investor engagement team to help them articulate their equity story
First, we set out to uncover the ingredients of Fuller’s corporate narrative and equity story by reviewing all of Fuller’s existing corporate materials to understand the status quo. We then mapped out its stakeholders and facilitated a number of structured interviews and focus groups with the investment community and key internal stakeholders.
Luminous also reviewed the FTSE 100 investment cases understanding how companies within Fuller’s peer group and wider afield were articulating their equity story and how they were treating emerging topics such as ESG and culture.
Once all the findings were gathered, we developed a findings presentation for the executive team. The session was invaluable in highlighting areas such as innovation to the investment community.
Post the workshop with the executive team; we developed extended and short-form versions of the investment case. The new equity story and investment case was then launched at Fuller’s preliminary announcement and activated in key touchpoints such as the annual report and corporate website.
With Fuller’s recently refreshed brand, this year’s annual report provided a great opportunity to bring the new typographic style and colour palette to life, and to create a fresh new overall look and feel.
The design was based on the creative theme ‘championing the people that make Fuller’s great’ and celebrated people stories, seen throughout the Q&As in the report.
We used real-life interviews and shot portraits of Fuller’s employees to tell their story in an authentic and engaging way. The expressive hand drawn typography used throughout the report captured the style and spirit of Fuller’s and reflected the human side of the business.
In the future, the equity story will be a vital tool in Fuller’s communication with current and new investors, reminding the market of Fuller’s strong business fundamentals.
