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New Zealand Automobile Association

What Members Think – Customer Survey


The New Zealand Automobile Association (AA) approached Scenario to develop a concept and design for ‘What Members Think’ – a document summarising the results of their latest customer survey. Targeting decision-makers in central and local government, the publication needed to be friendly, honest, easy to understand and engaging.


The document features a substantial amount of statistics and charts, and our approach was to ensure the message delivered in these came across loud and clear through the use of imagery and infographics. A new set of commissioned illustrations for the various transport modes keeps the graphic styles consistent, while a set of secondary colours complements the AA’s primary colour palette and ties the design together. At the same time, the use of people imagery reminds the reader that there are real people behind the information reported, and highlights the diversity of the AA’s membership.


The document received very positive feedback at its unveiling at the AA’s annual conference, and continues to do so from the wider business community.

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