Covering the Global Impact of an Environmental Leader
To communicate the impact of its members and advocacy, the American Society of Landscape Architects turns year after year to Casual Astronaut for its annual reports.
The American Society of Landscape Architects (ASLA) is shaping the world — literally — as its 15,000-plus members design beautiful and sustainable public spaces while advocating for a healthier climate. ASLA turned to C/A to re-imagine its annual report to better highlight the work of its members and tout its advocacy efforts.
C/A split the storytelling workload with ASLA, interviewing sources and writing articles. Through design, we showcased the beauty of the organization’s work, from the grandeur of an ecologically restored environment to the camaraderie among members at events. To help readers understand the scale of ASLA’s achievements, our design and editorial teams created maps, infographics and charts.
After the debut of the new format for the 2021 annual report, ASLA returned to C/A for the 2022 and 2023 editions. The partnership has grown as well, with C/A now producing the nonprofit’s quarterly magazine, ASLA Spotlight.
Content & Structure
- Impact Stories: Compelling narratives illustrate the real-world difference the organization has made and are complemented by examples of successful advocacy efforts to demonstrate the broader impact and influence of ASLA.
- Key Achievements: The report showcases the major accomplishments and milestones achieved by ASLA and its members during the year. It highlights successes — such as completed projects, awards and strategic goals met — and includes both qualitative and quantitative accomplishments to provide a comprehensive view of the nonprofit’s progress
- Facts & Figures: Data is used to substantiate the nonprofit’s impact and effectiveness. Information is presented through clear charts, graphs and infographics that make statistics easy to digest. This approach not only adds credibility but also helps readers quickly grasp the scope and scale of the organization’s work.
- Recognize Individuals: Both in dedicated sections and throughout features, the reports acknowledges those who played significant roles in the organization’s successes. The reports highlight the efforts of members, partners, staff and trustees, showcasing how their support and contributions have driven the nonprofit’s mission forward.
Design & Layout
- Consistent Branding: Use the organization’s colors, fonts, and logos to maintain brand consistency. Ensure that the design of the annual report aligns with the nonprofit’s established brand identity. Consistent use of colors, fonts, and logos reinforces brand recognition and creates a professional, cohesive look. This consistency helps to build trust and familiarity with the organization’s audience.
- Engaging Visuals: Photography spotlights ASLA members and their contributions, showcasing the impact on communities around the world. These visuals not only bring the organization’s work to life but also highlight the human stories behind the achievements, reinforcing the connection between the members and the communities they serve.
- Readability: Fonts that are clean and easy to read should be chosen, with well-spaced text to avoid clutter. The layout guides readers naturally through the report, with a logical progression of information from one section to the next. Clear headings, subheadings and bullet points can help organize content and make it more accessible.
- Infographics: Infographics are an effective way to present data in a visually appealing and easily understandable format. They should be used to break down complex information into digestible pieces, highlighting important statistics and achievements. Infographics can also illustrate trends, comparisons, or progress over time.
- White Space & Color: Effective use of white space can make the report feel more open and inviting, preventing the pages from feeling too dense or cluttered. Color should be strategically incorporated to draw attention to key sections or data points without overwhelming the reader. This balance helps maintain a clean, professional appearance while guiding the reader’s eye to important content.