united way GTA
Annual Report & AGM Redesign
ABOUT ANNUAL REPORT AND AGM
The Annual Report offers the opportunity to focus on the major accomplishments of the organization over the previous fiscal year. The objective is that the audience for both the AGM and Annual Report feel confident, informed and that they have played an important role in the overall health and impact of United Way Greater Toronto.
I was assigned the complete redesign of the printed and digital Annual Report, the microsite, the digital campaign, and the marketing collaterals. I worked on a new visual concept and presented it to the stakeholders. The final products were a creative narrative-driven print and digital version of the Annual Report, a responsive and engaging microsite and cohesive looking marketing collaterals.
MY ROLE
• User/Audience Research and Creative Strategy
• Visual Concepts
• Sketches
• Wireframes
• Mockups
• Visual Design
• Style-Guide
• Digital Campaign
• AGM Event Collaterals
TIMELINE & TOOLS
• 12 weeks (June 2019 – August 2019)
• Photoshop, Illustrator, InDesign, and Sketch
CHALLENGE
The audience for both the AGM and Annual Report should feel confident, informed and that they have played an important role in the overall health and impact of United Way GTA. Raise the profile of UW’s investments and impact throughout the Regions through increasing the online audience reading the Annual Report and watching the live stream of the event.
DESIGN PROCESS
MICROSITE REDESIGN
I redesigned the responsive wireframes, for a mobile-first Annual Report microsite that cuts through the clutter, capturing the attention of a distracted online audience. The redesign increased page-views by 34%.
ANNUAL REPORT REDESIGN
The purpose of this redesigned version of the Annual Report is to tell the United Way brand’s story to customers, donors and shareholders, in a creative and more narrative-driven way. It clearly communicates United Way’s values and goals, the major achievements for the previous year, and a call-to-action. The redesigned Annual Report is highly visual, with ample photographs and numerous stats.
DIGITAL CAMPAIGN
I built a strong strategy for the digital campaign, providing visual concepts for social media cards and designing the website’s homepage take-over, consistent with the new visual concept. I created user interface design assets for the web and mobile devices at a variety of resolutions.
AGM EVENT COLLATERALS
The Annual General Meeting is an opportunity for the board and organization to share good news, challenges and successes, as well as engage the membership and community in a dialogue. For the 2019 AGM event, I redesigned the event’s agenda card, the email invitation banner with reminders and follow-up, the slide deck (Keynote), signage, and the Globe & Mail ad. The keynote presentation was highly sought after, increased viewership digitally, and was supported by engaging, digital Annual Report content shared across relevant platforms and optimized to increase reach, impressions and engagement.
