2010 Annual Report
First, we had to keep a number of distinct voices while at the same time integrating them into one flowing and cohesive report. Second, we had to take the rough copy provided by the clinical staff and reshape it to be less technical and more appealing to the hospitals' rural communities. Third, we had to take copy provided by the hardworking volunteers of the auxiliaries and foundations and edit it to fit the allotted space without undermining their efforts. As with many annual reports, these and other challenges require writing that is a delicate balance between acknowledging political realities and telling the story in an appropriate and appealing manner for the final audience. Wellington was very pleased with the warm and balanced tone that we brought to the report.
In terms of design, we focused the report around how the hospitals work together to build a better tomorrow. Images of puzzle pieces fitting in place were used throughout the report. We kept the design bright and uncluttered to go with the warm tone of the writing. We spent time cleaning up the client supplied photography to make the many pictures used in the report as attractive as possible. Charts and graphs were designed to be large and easy to read. Our efforts in both the design and the writing resulted in a report that boosted the image of the Alliance and conveyed their hospitals' key messages in a way that was readily accessible and appealing to the readers in their communities.
