First Place Winner at the Philly Awards
The Down Syndrome Guild of Greater Kansas City received first place at the 4th Annual Philly Awards honoring excellence in nonprofit communications for their 2005 annual report. Co-presented by the Council on Philanthropy and the Nonprofit Communications Network, 141 entries were received in seven categories; DSG won awards in two. Judges commented on the report’s impressive visual design, use of tabs, its fresh and elegant spirit and professional, well-edited content. They also remarked that overall creativity was superior to organizations with larger budgets.

Achievements, Goals and the Importance of Brand
Successful annual reports offer both measurable results for past goals and a strategic outline for the future. Annual reports serve as a summarized statement to stockholders or members and a delineation of financial progress, but more importantly, they define goals. Smart investors and conscientious donors look closely at an organization’s integrated approach and overall management. Brand is the result of that integrated approach and the consumer/patron experience; when successful, this is known to create steady increase in profitability.

With so many wonderful organizations that aid and support people in our communities, how does one stand apart—to serve its mission and to meet and create new objectives as growth occurs? This question lives in the heart of intelligent marketing and has a broad reach across strategy, editorial, design and public relations. In this case study, we look specifically to the DSG annual report created by Adsoka and glimpse behind the scenes into how the creative approach supports these overall objectives.

Editorial & Design
Strengthening DSG’s brand was key in creating an annual report that visually matched the successes seen by the organization through community involvement, increased public awareness and achieving a financial milestone. In 2005, revenue exceeded $300,000, the public awareness committee organized a Book Bundles program offering Down Syndrome information to the community and 6,000 residents participated in fundraising to benefit events for First Downs for Down Syndrome, an organization championed by the Kansas City Chiefs offensive line, among others.

Adsoka’s editor applied her aptitude for polishing, condensing and organizing copy fluidly. Working with annual report designer, they identified key phrases throughout the report to visually draw readers to vision and goals, employee commitment and positive outcomes for community groups who have supported DSG through funding and volunteerism. To help the flow of this information, page color varies between bright green and ivory, allowing for some visual separation of sections. Each page uses tabs with vertical typographic elements (words like knowledge, community, vision and support) with arrows to help readers quickly identify the theme and motive of each section. Using images of DSG members and their families, photography was thoughtfully chosen based on impact and diversity. The report speaks to the organization’s vision for growth: increased support in helping people with Down Syndrome beyond high school, their involvement with a clinic that specifically addresses specific needs for children and adolescents with Down Syndrome and their awareness of medical advances that will continue to increase the quality of life for all involved.

Continuing to strengthen their brand, the report used a vibrant color palette based on their logo, also designed Adsoka. The objective of the report cover was to reinforce the organization’s primary objective: dedication to helping people with Down Syndrome and their families. Tone was set by using of a close-up-and-personal photograph of a child with Down Syndrome (shirt color modified to match the identity palette,) a powerful headline reading “A Year of Growth, A Year of Joy” and prominent placement of their logo.

What’s Next
Adsoka is currently redesigning the Web site for DSG. Check back in the near future to see how Adsoka continues to strengthen their brand while optimizing information, design and functionality for usability.