Annual Report

Project Summary

The Internet Society publishes an action plan that annually details the organization’s focus for the coming year. This plan is not only used by staff to determine work, but it is also now used to help widen our brand presence as well as fundraise for the organization.

Challenge

Historically these annual plans were written for an internal audience and were never leveraged externally. In previous years, dense copy was published with no clear navigation or calls to action. 

Solution

Taking a completely different approach, I had the content streamlined for better online presence, reserving the “long-form” content to remain as a downloadable PDF. Working within the constraints of our website (Wordpress Gutenberg, multiple plugins, 3 languages, outdated templates), the new design leveraged plain language and was easier to navigate and understand.

Role

Creative direction, art direction, creative brief writing, agency management, design lead, supporting graphic production.

Results

Since the annual plan was an integral piece to our organization, I repositioned how it was designed and presented, garnering more viewers, readership, and action.

The first instance of this new approach is from 2021. Using data and metrics from each year, the plan is continually refined. Using time on page as an indicator for readership, there has been a 300% increase from 2021 to 2023.

Time on page: 2021: ~3 mins, 2023: ~9 mins