Our photo shoot with Melissa Young
Park&Co has had a long standing relationship with Social Venture Partners of Arizona. Every year we create their annual report and we’ve always used flight as the creative theme. Last year was SVP’s 10th anniversary, so we made use of a paper airplane to symbolize their presence in the community. I held a paper airplane folding contest at our agency so that I could photograph the various designs and use them in the layout. The piece turned out great, but we wondered if the theme of flight had run its course.
This year we decided to try a different approach, so immediately I began thinking about die cuts, metallic inks, and all sorts of crazy and expensive ways to impress the award show judges. But common sense prevailed when the creative team chose to focus on an affordable way to make this piece really cool, effective and memorable. So I put my own ego aside and got to work.
We decided to create a poster that unfolds to tell the stories of four young people whose lives have been directly affected by SVP. The purpose of the piece would be to drive people to SVP’s website, where they would learn more about these four subjects and others like them. As a creative theme we focused on the alter-egos of these individuals to highlight the difference SVP has made in their lives. We were able to combine great writing, funky illustrations by award winning illustrator Simon Oxley (the designer of the Twitter logo), and beautiful original photography courtesy of up-and-coming photographer, Melissa Young.
The piece still contains all the other things you might expect from an annual report but the presentation is fresh and new. We hope that people will unfold this poster and really respond to the photos, illustrations and stories in a way that is more meaningful and memorable than what you find in most annual reports. The poster is at the printer now, with no die cuts, no de-bossed metallic inks, and no personal ego. I haven’t seen the final result yet, but it’s already one of my all-time favorite pieces.
[...] If you would like to learn more from Shawn Hardy, our art director that designed the report, click here. [...]
As past chairman of SVPAZ – and a participant in past years production of the annual reports — all of which have been outstanding – this years was fresh, innovative – and captured the spirit of SVP –
Park & Co – did an outstanding job this year — all of us at SVP are really proud of this years Annual Report —
Well done! Mo