Case Study
The Green Report
The Green Report is a piece of communication collateral for a non-profit in Louisville, Kentucky that focuses on planting trees in the community. This small booklet was used as brand outreach and education for folks interested in bringing more trees into the community. Going analog, I used my daughter's construction paper to art direct and create this communication collateral.
Role: Art Director + Designer
The second concept inspiration was to hand-cut leaves from native trees out of construction paper.
Source: Mimi Codd
The final piece was met with lots of enthusiasm from the participating organizations and donors. It feels both polished and professional while also true to its nonprofit (tree) roots.
The first concept presented to the client was to infuse typography into beautiful tree photography. The whole cover would be green and the letters would be intertwined into the image. The vibe leans into reaching more corporate donors with the presentation being a bit slick, polished and buttoned up.
The analog and tactile nature of this concept feels a bit more grassroots which is in line with the basic tenants of the nonprofits featured in this report. The overall mood is more personal and playful, reaching readers and donors on a more personal level. I did some research and discovery on native plants and created a digital mockup. Once approved, I got to work cutting out the leaves. I loved every bit of this experimentation. My daughter was very concerned with the amount of her construction paper I was stealing.
After completing a few concepts, the client wanted to add more polish to the report. I made some adjustments and added in digital typography so it feels less hand-done.
Sarah’s help has been invaluable on this project. The design looks GREAT! We had the green reports printed and they look fantastic. Lots of great feedback from everyone! Thank you!!
Charlotte Jones
Operations Manager, TreesLouisville
The IG Grid
