In 2007 the design for the WfD Annual Review departed from a traditional format and structure and adopted a radical new approach. This approach included a new way of presenting information designed to enliven content and support the new strategic direction. A critical tool in communicating its strategic priorities and in support of the Corporate Plan, the Annual Review was designed to engage, increase profile and highlight both key achievements and on-going WfD objectives.

Solution

Feedback on the 2006-07 Annual Review suggested that both the format and structure was well received. Our proposal for 2008 was founded on the strengths of the 2006/07 solution with an emphasis on greater impact through the use of colour and editorial messaging. In conjunction with the Annual Review development, we undertook a review of the WfD brand in terms of historical documentation, core components i.e. logo, use of colour, font and website. This provided the foundation for design development and enabled us to redefine and emphasize WfD’s principal brand. Editorial was also developed in-line with the principals of clear messaging without the use of jargon.

The approach, designed to clarify and refocus perceptions based on the six key Corporate Objectives and the operational overview, has been very well received.

Presenting information designed to enliven content and support a new strategic direction