Instead of a traditional annual report, the Herman Ostrow School of Dentistry of USC was interested in producing something special that could be compared to a coffee table photo book. They wanted some of the functionality of a traditional annual report (donor honor roll, statement of revenue and expenses and copy that described the organization’s endeavors of the past year) to be able to share with their various constituencies. But they also sought to produce something that would appeal to an audience larger than their immediate stakeholders. Most of all, they wanted to highlight the students and faculty who dedicate themselves to serving the homeless population of greater Los Angeles each year.
With this in mind we set out to create a casebound book that would transcend the traditional annual report. The theme “We See What Can Be” embodied the drive and dedication embodied in the spirit of the students we interviewed. Using a slip cover with opposing headlines, a special interaction was created with the reader as the true theme of the book “We See What Can Be” is unveiled.
We felt the success of this book relied heavily on capturing the emotion of our subjects through photography. Ward + Kweskin, a Los Angeles based photography firm, was hired to meet the task. Using a studio above skid row, we captured portraits of students, patients and faculty in natural light. Other stories, interviews and photography were shot on location at USC clinics, labs and research facilities in the greater Los Angeles area.
The final casebound book, “We See What Can Be,” was delivered to the Herman Ostrow School of Dentistry of USC who distributed it to their donors, corporate supporters and alumni community. The clients reported being incredibly happy with the results, saying it aligned perfectly with their original vision for the project. They also said they’ve received several compliments on the project from Board of Councilor members as well as their media peers from across the university.