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“A New Path Forward” Annual Report

Annual Reports: Not Just Another Document

Annual reports might not sound like the most exciting project in the world. When you think “annual report,” you probably picture a long, text-heavy document that people hardly want to read. But here’s the thing: I see annual reports as a way to tell a story, to create something that not only informs but inspires. And when Green Economy New Brunswick (GENB) approached me for their report, I knew this would be one of those projects.

GENB’s report, called A New Path Forward, wasn’t your typical report.

GENB wanted to celebrate their achievements in sustainability, highlight their members’ stories, and visually communicate the impact of their work in New Brunswick. In other words, they wanted a report that looked great and made people feel proud of their efforts to help the planet. No pressure, right?

Designing with Purpose

The design had to do more than just “look nice” – it had to reflect GENB’s identity. For me, that started with color. GENB’s brand has this fantastic palette that’s equal parts fresh and grounded, and I leaned into that with greens and blues that would feel energizing but calm. Each page was built around these colors, with a clean layout that felt light and easy on the eyes. Because let’s be real—if people are going to read it, it should be enjoyable and easy to follow.

I added lots of visuals to help tell GENB’s story. From icons and infographics to small illustrations, each detail made complex information feel clear and, dare I say, fun? Yes, fun in an annual report. It’s possible!

Screenshot

Organizing the Chaos

One of the trickiest parts of designing an annual report is organizing a ton of information without overwhelming the reader. It’s kind of like fitting all your clothes in a suitcase but keeping it wrinkle-free – it takes planning, finesse, and maybe a little magic. So, I created a layout with distinct sections, making it easy to jump from one topic to the next without getting lost.

The headings are big and bold, and each section has its own look but still matches the overall design. It’s like a group of friends with different personalities who somehow just work well together.

Reflecting on the Journey

Working on A New Path Forward was truly rewarding. Collaborating with a client like GENB, who is passionate about making a difference, made this project feel meaningful in a way that goes beyond just pixels and layouts. It’s projects like these that remind me why I love what I do. Because yes, even annual reports can be art – they can inspire, empower, and, hopefully, get a few extra eyeballs (and maybe even a smile) along the way.

So, if you’re thinking your organization’s annual report is just going to collect dust on a shelf, think again! With some creativity, it can be so much more. And if you need a hand making that vision a reality… you know where to find me.

Thanks for reading! Let’s create something beautiful (and impactful) together.