Problem
The organization’s annual report was bogged down by aspirational minutia so specific to subgroups of the organization, that the significance of the data was lost on the reader.
Solution
By walking my team through a persona-building exercise, examining the characteristics of their stakeholders, we were able to better understand what was meaningful to our readers. We then developed a storytelling strategy that would identify only the most impactful data points and put them into context for readers. Finally, I redesigned the report in a magazine layout to match the new article-style text.
Outcome
The annual report had been a dauntingly dense, yet easily forgettable document. By getting specific about who our readers were, I helped my team reframe the data in an understandable and impactful way. The reimagined version I helped lead made this new document the keystone brag piece and recruitment tool.