Project brief
International Planned Parenthood Federation/Western Hemisphere Region (IPPF/WHR), located in NYC, spearheads a locally-owned, globally connected movement for sexual and reproductive rights. They partner with 50 organizations across the Americas and the Caribbean who share the same beliefs. These beliefs encompass access to high-quality sexual and reproductive health services and comprehensive sexuality education. In 2015, they provided over 31.5 million services within the Americas and the Caribbean.
After a successful year, IPPF/WHR needed an annual report to provide information on their achievements, financial information to shareholders, stakeholders, the media and their community. The annual report is also a tool to thank their donors for their incredible support. Alfalfa designed their print and digital 2015-2016 annual report.
Approach
To begin with, we researched the history of IPPF/WHR to understand the essence of their mission. We wanted to emphasize the tangible differences they’ve been able to implement due to the generous donations and funding they’ve received. Also, we highlighted IPPF/WHR’s impressive accomplishments.
In order to make this annual report distinguishable, we took an unexpected approach by integrating tactile hand lettering, real photography, and clean flat graphics. We used energetic hand lettering to communicate a human connection. The clean layout and bold color palette seamlessly guide the audience through each section. After we established the art direction for the printed annual report, we translated it to the digital version. Each version was customized to shine on its own, but together, they strengthen the message.
“ I don’t even have the words to thank you- you listened to our ideas, got our work and brought us something incredibly beautiful and moving that we are so excited about. In fact, we have fought over who gets to keep the mock-ups on their desk all day.
—Kelly Castagnaro, IPPF/WHR Communications Director”
Outcome
Overall, we received a rush of positive feedback from IPPF/WHR and their donors. They were impressed with how the cohesive print and digital annual report complemented each other. Also, the distinctive art direction evoked an emotional response from the donors. This became an engaging tool for IPPF/WHR to gain more support for their advocacy.
