When approached by Refugee Action to design and produce their Annual Review, we saw it as a good opportunity to test, ratify and subtly develop the corporate visual brand identity we refreshed and formalised into a CVI guidelines document back in June 2012.
In order to increase levels of supporter engagement leading to increased individual giving, as well as interest from trust funders and corporate partnerships – in difficult economic times – having a much more accessible, engaging and powerful Annual Review that the charity can be proud to share, is very important.
Connecting with the Audience
We had to consider the varied audiences during the design phase – individual supporters/givers including major donors, trusts and giving bodies, policy/decision makers, sector partners, corporates and companies whom Refugee Action may wish to develop partnerships with. So not being too quirky and clearly presenting the information with gravitas, was every bit as important as creating a document with texture and personality that would ultimately enthuse recipients to support the charity.
The Annual Review needed to clearly report back on how Refugee Action achieved their strategic aims over the reporting year. So we devised an icon for each strategic aim, which serves as a key throughout the document, telling readers the strategic aim each initiative and project relates to.
A Flexible Format
The review includes financial information, project news and performance, service news and performance, and individual case studies which reveal information about the lives of those the charity helps – and how this help has made a difference. To cope with this varied content, we created a suitable page structure and typographical hierarchy with consistency and a degree of flexibility, whilst allowing us to highlight key information throughout.