The client was Mount Vernon Triangle Community Improvement District (CID) and our target audience was the district’s residents.

I collaborated with a Creative Director, two Level 3 Graphic Designers and a print vendor.

Led a team of two designers through all major design stages, established design direction, coordinated with print vendors and made sure we hit the deadline.

Refresh a yearly annual report that showcased new initiatives, successes, and major activities in the past year in a digestible, attractive and public-facing print piece.

After meeting with the CID’s leadership, it became clear they wanted something different than what they’ve done before with a heavy emphasis on storytelling. The goal was to cater that year’s report to the residents rather than a straight-to-print financial document. With that in mind, we got to work.

Firstly, we advised the CID to showcase more human-centered snapshots of different businesses within the area. Secondly, we commissioned a photographer to go on-site and capture residents going about their daily business. We later leveraged this content throughout the report. In addition, our Copy Editor worked with the client to infuse their fairly formal content with human-centric pieces and more welcoming language. I worked with our designers to identify the booklet's visual style and overall theme. We landed on a combination of triangular geometry, taken directly from the clients existing brand, and photo-centric spreads. We created multiple layouts with dynamic designs and a saturated color palette. Finally, we complimented this bold new approach with a revamped map of local businesses that’s been updated yearly since.

The report helped pave the way for multiple collaborations with the CID, including an additional report, digital assets, and a small-format place making campaign.