Content design

Puma Energy


Annual Review

Corporate brochure

Design by SalterBaxter

Puma Energy Annual Report 2011Puma Energy brochure


In a little over a decade, Puma Energy has grown, organically and through acquisition, into a global energy company. It focuses on delivering high-quality fuels safely, swiftly, reliably and at a fair price to some of the world’s most rapidly developing regions. At the start of 2012 Puma Energy was contemplating flotation. It wanted to upgrade its communications materials to improve its visibility and tell its story to stakeholders and potential investors.


GoTell worked closely with SalterBaxter to introduce a light, informal and businesslike design treatment and tone of voice. Its first Annual Review described the business, listed its achievements and set out strategy for analysts, investors and stakeholders. This was swiftly followed with a corporate brochure aimed at trading partners and customers. The narrative presented Puma Energy as a practical, customer-focused and safety-conscious business which was stimulating economic growth and benefitting from increasing prosperity in emerging economies.