Metcalf Foundation Biennial Strategic Communication
Client: Metcalf Foundation
Studio: Hambly & Woolley
Role: Lead Designer
Collaborators: Communications Team, Writer.
CD: Barb Woolley
The Objective
The objective was to design a biennial report to communicate the foundation’s core values and social impact to its donors and stakeholders. The challenge was to deliver a high-impact, premium-feel publication while navigating significant budget and resource constraints. We needed a creative strategy that could convey the "notion of impact" in a way that felt personal, modern, and aligned with the foundation's mission.
The Design Process & Delivery
To solve the resource challenge, I delivered a bespoke, hand-crafted visual strategy which mitigated high production cost.
Artistic Innovation as a Resource Solution: I created original, hand-painted visual elements to serve as the core aesthetic of the report. This "human-centered" artistry provided a unique and expressive visual language that distinguished the foundation’s work without requiring expensive photography or third-party assets.
Strategic Value Communication: I worked closely with the leadership team to ensure that the visual metaphors created by my paintings aligned with the foundation’s impact areas—environment, performing arts, and poverty reduction.
Information Architecture: Despite the expressive visual style, I maintained a rigorous layout structure. This ensured that the data regarding grants and organizational milestones remained clear, organized, and professional for the donor audience.
The Outcome
The report was highly successful in connecting with the foundation’s donors, receiving praise for its unique and authentic visual voice. By leveraging original art to solve budget constraints, I delivered a sophisticated, high-value communication piece that reinforced the Metcalf Foundation’s reputation as a thoughtful and creative leader in the philanthropic sector.
