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Frost*collective’s pro-bono and award winning relationship with OzHarvest continues into its 4th year with the launch of its 2015 Annual Report. It is one of the key communication tools for the charity to build awareness about its work and achievements on a yearly basis. It has to put the spotlight on OzHarvest’s key pillars of food rescue, education and engagement, food rescue data and required financial reporting, but also create top of mind consumer awareness about the work OzHarvest does locally and internationally.
The annual report is used to communicate with the general public, food businesses, corporations, industries and governments in order to generate recurring income from current donators, spread awareness of the brand and encourage new food or monetary donations.
For this important brand asset, OzHarvest wanted the focus to be on family due to its sizeable family base within the organisation and to profile the launch of its regional division, REAP as well as its expansion to NZ with KiwiHarvest.
The ‘Hand in Hand’ concept celebrates the people that make up the OzHarvest family. People from all walks of life united by a passion for delivering goodness across Australia. An impactful fold-out cover brings the familiar origami ‘people-chain’ to life with exuberant portraits of OzHarvest family members including volunteers, chefs, drivers and supporters.
Frost*collective’s digital agency, The Nest, helped to integrate OzHarvest’s regional chapter, REAP, into the website designing and developing a simple click-through page to get involved. In response to the brief, the local REAP web pages are designed to be easily managed by volunteer chapter co-ordinators.
Collectively, these people are the OzHarvest family. The unique design and branding for the Annual Report ensures that OzHarvest can use it as a key marketing tool for the charity building awareness about its work and achievements.
OzHarvest Annual Reports have attracted multiple awards. Last year alone, the 2014 Annual report scooped the following in 2015: Silver – AWARD; Gold – New Zealand Best Awards; Silver – Sydney Design Awards and Silver – Graphis Design Awards.
Founded in 2004, OzHarvest is a non-denominational charity that rescues and redistributes excess food, which would otherwise be discarded, and feeds those in need. In 2013, OzHarvest rescued over 1,691 tonnes of food from landfill and redistributed 5.07million meals Australia wide. Per month, that’s over 440,000 meals, delivered with a fleet of 21 vans.
After participating in OzHarvest’s first CEO CookOff in 2012, Vince and the team instantly connected with Ronni and the OzHarvest spirit. The aim was to create a brand that aligns OzHarvest with its mantra of ‘nourishing our country’ and design annual reports and brand collateral that supports its growth and helps create new opportunities to expand its invaluable services.
OzHarvest’s remarkable story and achievements effectively serve as the communication strategy for developing key messaging to relevant parties, so presenting this in a clear way is vital. Across the logo, website and dedicated OzHarvest transport, data is presented as info-graphics, bold quotes highlight key information, text is shown as typographic motifs, and all communication incorporates OzHarvest’s signature bright yellow, which echoes the positive effects of the charity.
In an effort to keep the annual reports economical, we minimise print cost by designing the report using only black, and express the brand colours by using bright yellow paper.
Recent work includes a campaign for OzHarvest’s ‘Feeding the 5000’ event, as well as on-going annual reports and collateral, which embrace the charity’s infectious spirit and prove that functional can be fun.