The primary role of the creative team was to content that was professional yet approachable. The Water Project’s mission to provide clean water to communities across Sub-Saharan Africa was a topic that required sensitivity and clear visual guidelines. While it was important to show need, it had to be done in both a respectful and informative manner.

The project that prompted a reevaluation of their visual design was a printed magazine-style annual report delivered to high level donors in the mail. This 40+ page Impact Report combined storytelling with eye catching infographics.

This style was then carried through to other marketing campaigns including personalized email journeys to reengage donors, direct mail campaigns, and multi-channel collateral.