Association of Washington Business is a dynamic and effective advocate for Washington business and a healthy economy. With a new strategic plan and bold new vision in place, leaders wanted to ensure that members, the business community, government officials and the media would have a meaningful introduction to the future plans of AWB. It was time to leave its “business as usual” annual report behind and create a new piece that would engage AWB’s audience and position the organization as future-focused.
We reimagined the report using bold typography, photography and color to communicate leadership and the vibrancy of the brand. Member photos and quotes underscore the organization’s relevance and value. To complement the printed piece, we created a microsite version that gave readers an alternative compelling and fresh way to read the report.
We continue to create the organization’s annual report and push it in new directions. The reports have positioned the organization as a convener and problem solver, and prove its relevance to young leaders. The CEO said the reports are “sharp and dynamic” and “you outdid yourself.” Creative awards serve as a gut check that the creative resonates.