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Our Work Southwestern Medical Foundation

Creative Design and Strategic Storytelling Elevate the Annual Report

C/A revitalized Southwestern Medical Foundation’s annual report by blending modern design trends with tailored video integration and cohesive branding across supporting materials to showcase the foundation’s impact and successes.

A laptop on a desk displays a website with the heading "Inspiring A Higher Standard" and an image of a scientist working in a lab. The desk also has a smartphone, a clear glass of water, and a small stack of books.

Challenge: Southwestern Medical Foundation sought to transform its annual report into a digital experience that was not only visually stunning but also streamlined for ease of consumption. The goal was to showcase the Foundation’s achievements and financial data in a format that would engage readers while emphasizing key successes.

With new leadership steering the foundation and an evolving strategy guiding the project, the report needed to be more concise and skimmable than in previous years. The focus shifted to highlighting impactful moments with bold headlines and data-driven content, prioritizing clarity and engagement over traditional longform narratives. Critical to this approach was the use of data visualization and a segmented distribution strategy.

Solution: Casual Astronaut collaborated closely with the foundation’s communications team to craft a sleek, interactive digital report that effectively communicated the its accomplishments while combating content fatigue. The result was a single-page scroll experience, featuring minimal text, dynamic infographics and strategically placed links for readers to delve deeper into the organization’s impact.

The design subtly yet effectively incorporated elements of the Foundation’s branding, such as the signature blue star, ensuring a seamless brand experience. At the same time, it pushed the boundaries of interactive design with animated infographics and GIF backgrounds. The site was fully optimized across all devices, and it concluded with compelling calls to action, inviting readers to subscribe to the newsletter, sign up for the organization’s magazine, Perspectives, and share the report with their networks.

See the 2023 report.

SERVICES
  • Content Creation
  • Editorial Planning
  • Infographic Development
  • Publication Design
  • Web Design & Development
A visually engaging document titled "Future-Proofing the Health of North Texas" features a skyline photo, population growth projections, and success stories from 2023. The left page highlights population growth in North Texas, while the right page includes bar charts and a blue abstract background at the bottom.
A laptop with a screen displaying a medical discovery article featuring an image of a researcher. The background shows a blue scientific illustration. To the right, a graph shows investment growth, with text about planned gifts and charity watchdog endorsements below.
A smartphone and a laptop display a webpage titled "Here's What Our Endowed Funds Support." Both screens show pie charts illustrating fund distribution. The text and layout are clear against the dark blue background.

Revitalized Branding

Working within an organization’s brand guidelines can sometimes constrain creative expression. However, with the right blend of brand loyalty, partner trust and the integration of modern design trends, C/A delivered a fresh interpretation of an established brand guide that energized our client. Key design elements included:

  • GIF Backgrounds: Adding subtle animation to enhance engagement without overwhelming the viewer.
  • Emerging Visual Charts: Utilizing the latest in data visualization to present complex information in an accessible, visually appealing way.
  • Thoughtful Use of Shapes: Incorporating geometric elements to guide the viewer’s attention and add a modern flair.

The result was a design that both respected the brand’s identity and introduced innovative elements, including horizontal scrolling in the “2023 Success Stories” section. This approach allowed us to showcase multiple articles across different categories while maintaining a concise report length.

Storytelling with Video Integration

Incorporating video was pivotal in elevating the storytelling aspect of the report. With an extensive collection of B-roll footage provided by the client, we meticulously edited and crafted several targeted video segments. These videos were:

  • Tailored to Target Audiences: Each version was specifically designed to resonate with different stakeholder groups.
  • Highlighting Key Stories: Focused on spotlighting significant achievements and successes from the year.
  • Strategically Edited: Through careful selection and editing, we brought the Foundation’s impact to life, adding a dynamic, visual dimension to the report.

This approach not only engaged viewers but also reinforced the foundation’s mission in a powerful, compelling format.

Comprehensive Marketing Deliverables

In addition to the digital annual report, the foundation engaged C/A to develop a suite of supporting marketing materials, designed to ensure the report’s broad reach and impact. These deliverables included:

  • Corresponding PDF: A downloadable version of the report for easy sharing and offline viewing.
  • Segmented Emails: Tailored communications targeting specific stakeholder groups, notifying them of the report’s release and expressing gratitude for their contributions.
  • Printed Mail Piece: A tangible reminder of the report, designed to prompt engagement from recipients.

Each piece was carefully crafted to maintain the cohesive design aesthetic established in the annual report, reinforcing a unified brand experience across all platforms.