Our team at LivelyGreen delved into analysis of MWS’s work. Firstly, we defined the brand positioning, striking a balance with a warm, bold, friendly, and contemporary approach. Importantly, we knew that the Annual Report layout had to avoid being overly corporate, while appealing to various stakeholders. Therefore, we went through a comprehensive design process. This included multiple rounds of developing a suitable visual metaphor to fit the client’s preferred theme for the year: ‘Strengthening Our Core for better care, fuller life’.
We had to design a visual that encapsulated the ideas of ‘strength’ and ‘core’ clearly to multiple audiences. In addition, we needed a simple brand story demonstrating the client’s authentic impact in a focused, down-to-earth manner.
Finally, our communication design and colour palette had to allow MWS’s work and impact to shine, while conveying transparency and trust to reassure audiences that funds were being used with integrity.