Feeding America relies on its annual report as an important tool to communicate with government officials, corporate partners, and high-value donors. As a print publication, the report shared stories and financial information effectively, but was expensive to produce and limited in its ability to reach audiences on an emotional level and in terms of physical distribution.
The concept of an interactive annual report was presented for the prior year’s annual report, but there were challenges in the areas of content, technology, budget, and logistics that complicated the move to a new format.
Orangeseed knew that creating an online report wouldn’t eliminate the need for a print version, so a strategy was formulated to create sister publications that reduced printing costs and leveraged dynamic online capabilities. Early emphasis on content strategy, information architecture, and production specifications resulted in a plan that guided the creative direction and kept the timeline and budget on track.
Sheets of paper saved by printing 2,500 fewer annual reports
While it is vital that we continually reach more people, it is equally important that we maintain the quality, professionalism, and emotional connection that is essential to furthering our cause. Orangeseed helped us accomplish this and more.
VP of Stewardship & Communication, Feeding America
The design challenge became to make the publications feel connected, even though they are different mediums. The online version offered an opportunity for more content, including photography and videos that support content with greater detail and emotion. While the final print package and online report speak to different audiences, they share similar characteristics and tell the same story about ending hunger in America.