The NGO’s communication team detected that a low percentage of people were reading the information included in the report. Therefore, the aim was to switch from a regular annual report to a more consistent visual communication format.

Our proposal divided the information into three different pieces: a pocket guide + a motion graphic + a website.

We developed a new design organized around illustrations and infographics. To connect the 3 pieces, we used the orange of Ayuda en Acción’s branding, and the hand shape of the logo. The system relies on a three-step experience where the pocket guide and video are the first points of contact that push interested people to visit the webpage.

People were able to easily reach the information. There was also a step-by-step experience that compelled users to more actively engage with the annual report webpage.