Project brief: Every year we donate our time to create an annual report for a cultural institution that is widely known across the world as a benchmark for commitment, quality and dedication. Their only request is that we present the highlights of the year and further solidify the charisma of the Chicago Children’s Choir.

Approach: The pursuit of musical excellence has been at the core of the Choir’s mission. Children from every background are given a voice. They learn the power of self-expression and community involvement. They are introduced to diverse languages and cultures. Given opportunities to excel and shine, they are encouraged to achieve something great. In fact, “something happens when you wear the jacket—expectation makes way to empowerment.” It only takes meeting one of the choir children to know that this is true. Our approach has always been as much if not more about the message than the visual. This year we wanted the visual language to feel urban, human, intimate and uniquely Choir.

Effectiveness: The annual has been an important tool in the Choir’s brand and development campaigns. For this nonprofit, every media hit is important. Whether it’s broadcast or print, there needs to be a strong return on investment to justify the expense. This year’s annual was received well by the audience and like organizations across the country.

Copy is really strong. Very authentic to a group of kids, but not childish.