Objective:

Design an annual investor's report for Flock Animal Advocacy, a fictional animal welfare organization.

The overall concept for Flock's annual report is to show owners loving their pets, as well as pets that are loved. The imagery represents Flock's primary goal of caring for animals and the people who care for them, with emphasis on keeping people and their pets together, even through hard times. Seeing imagery of real people and their pets helps investors to understand Flock's real-world impact, and why their services are essential.

The primary focus is on the photography, so relatively neutral colours are used. Colours appearing alongside photography are sampled from the image, keeping pages feeling cohesive. To further connect all pages within the report, a mostly transparent pattern overlay of the bird from Flock's logo is used throughout the report, and the portions of the bird icon are used throughout.

See full annual report