When we were briefed on the annual report we were already underway with rebranding the organisation to Stand. We therefore didn’t want to launch such an important communication piece only to find it was quickly not appropriate for the market. Accordingly, we used Stand as our creative inspiration.
The format was designed to ‘stand tall’ and many of the graphic used, including those that house the text, play on the idea of standing, or growing, up. The transitions in mood and colour - from darkness to light - mirror the journey CHC take children on, from despair to hope. The bold colours, along with the expressive typography and real photos, give the document a lush, energetic and celebratory feel. At the same time, the document doesn’t shy away from being direct and hard hitting in the way the issues are boldly presented.