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Role: Art Director, Designer
2023 Summit Creative Award Winner
Calgary Economic Development (CED) is a leading organization dedicated to fostering economic growth and opportunities in Calgary. For years, their Annual Report followed the same format, with content and images updated annually. In 2021, there was an opportunity to break away from tradition and reimagine the report, creating a fresh, engaging design that reflected the organization's forward-thinking mission.
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The existing format of CED’s Annual Report lacked visual and tactile impact, which limited its effectiveness in capturing the attention of stakeholders, board members, and executive leadership. The challenge was to create a redesigned report that was visually engaging, easy to read, and reflective of CED’s updated brand identity.
I developed a completely new approach to the Annual Report design, focusing on elevating its look and feel while improving readability:
Format: Introduced a square layout with a soft-touch cover and matte-finish inside pages, lending the report a high-quality, sophisticated aesthetic.
Typography: Used large, bold typography to highlight key statistics, enhancing readability and drawing attention to important data.
Graphics: Designed custom graphics that aligned seamlessly with CED’s updated brand identity, ensuring a cohesive and polished presentation.
Printing: Selected high-quality paper to give the final product a tactile, elevated feel, setting it apart from previous reports.
This redesign transformed the Annual Report into a standout piece that left a lasting impression on its audience.
The reimagined Annual Report garnered enthusiastic feedback:
Stakeholder Praise: Board members and executive leadership appreciated the fresh approach, noting that the report felt thoughtful, well-crafted, and visually striking.
Recognition: The design earned a Summit Creative Award, cementing its success as an innovative and impactful project.
