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Creating an annual report for a leading pet welfare charity

In the process of a brand transition and having felt that their previous report looked too clinical and did not accurately reflect their brand ambition, PDSA approached Adept to create their 2021 Annual Report.

Our brief was clear – align the report more closely with their new brand direction, and make the report more pet and people focused, in order to fully represent the values at the heart of PDSA's work.

Client

PDSA

Work

Annual report design
Infographics
Charity accounts

Responding to the brief

We kicked the project off by creating some initial concepts for the front cover, content structure and infographic style, for PDSA to review and select an option to develop further.

We introduced section pages to the report, to give more structure to the content – clearly defining each topic and improving the reading experience and flow.

PDSA provided us with a fantastic selection of photos that we used throughout the report, and we introduced round graphic devices to surround photos and align imagery with their brand.

We implemented a new flat iconography style, creating bespoke graphics influenced by the solid, rounded shape of the PDSA logo font. These icons were used throughout the report to support key stats and narratives.

The financial review is a key section of any annual report. We fully designed the financial section for PDSA, laying out the data for the charity accounts in tables that tied in with their branding, using the colours to make the data much more easily digestible.

The final report

Once the design of the report had been signed off, we also arranged printing for PDSA. The final perfect bound copies are eye-catching and engaging and were very well received by their fundraising, finance, and legacy teams.

The debrief with the charity was hugely positive; we received high praise for our project management from start to finish, our flexibility throughout, and the design of the report. We will be working with PDSA again to produce their 2022 Annual Report, which is a hugely exciting prospect and a big compliment for us.