Our client, the Center for Organ Recovery & Education (CORE), is one of 58 federally designated not-for-profit organ procurement organizations in the United States.

We were asked with developing the organization’s 2015 annual report through the eyes of organ, tissue and cornea donors, recipients and their families.

With the focus of the 2015 annual report on the people the organization served, we opted for an ultra-personal approach by profiling several organ, tissue and cornea donors, recipients and their families.

We interviewed more than 10 individuals, drafted their stories with a focus on how their lives were affected by organ donation in 2015, and paired them with beautiful portraits of each profiled person.

We interspersed each profile with punchy blurbs on CORE’s accolades and accomplishments from 2015, always keeping the personal stories of those affected by CORE at the front and center of the narrative.

We paired a friendly design with large photography and oversized pull-quotes to reinforce the importance of the individuals’ stories.

After the annual report was published, we sent a copy, along with a letter of appreciation, to each person profiled in the 2015 annual report.

Each individual responded positively and thanked us for including them in the report.

The Board of Trustees and CORE leadership also responded with overwhelmingly positive feedback.