Project: Annual review / case-for-support
Overview: The CEO agreed to discontinue use of the existing design identity – a design agency had already been commissioned to redesign its logo – for the annual report. The previous years’ reports had been word-processed documents.
Brief, aims and outcomes: On my suggestion the annual report was restructured to be a communications tool to help improve community awareness and understanding of GRASAC’s work and to be a case-for-support document to funders. Design elements used were adopted by the new brand once the new logo had been designed: handwriting font to imply a softer, friendlier personality; illustrations of diverse women used in statistical infographics rather than more sterile graphs; inclusion of quotes and service user’s stories to make clear and ‘anonymously personalise’ the need and and impact of the service; information on the directors for transparency and personalisation.
Following the same design style this Fundraising Mailer yielded a high return on investment (1:46) and response rate (19%).