This OzHarvest annual report will be the Frost*collective’s third. Is it difficult to outdo what you’ve done before? It must be. If you judge excellence by the number and quality of international awards a project wins, Frost*collective’s 2012 and 2013 reports for OzHarvest are spectacular.
The OzHarvest annual report 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.
Frost*collective amplified that, not only in the report’s layout, but also in its form. The agency created a memorable – and one would think collectible – promotional piece with a life beyond that of a traditional annual report.
OzHarvest’s hallmark van was put into into physical form and with Droga5, Frost*collective turned the the symbolic van into a ‘vehicle’ for the OzHarvest story (pardon the pun).
Bold typography highlights the key themes of the year and easy-to-digest infographics are used to convey significant data. Inspirational quotes that tell the OzHarvest story from the perspective of those within the organisation or who are supported by it, were used to give a tangible, human face to the work. The unusual shape of the report itself presented in-built tabs to hold design elements such as section titles, icons and page numbers.
The annual report was released in both printed and digital formats with a Book of Thanks, a digital publication listing all of the various donations of professional services, monetary and food donations, volunteers and in-kind donors to OzHarvest this last year.
“Vince and Frost*collective has set the bar very high with the previous annual reports they have designed for us and this year’s report has once again exceeded all our expectations. We thank the team at Frost* and Green and Gold who printed these books for their amazing commitment and contribution to helping OzHarvest share and deliver more goodness,” Ronni Kahn, founder and chief executive officer of OzHarvest applauded.
“Making an annual report a book that you want to keep and pass on, is a real challenge. With this year’s report we aimed to achieve that by making it both fun and tactile, but also true to the ethos of waste reduction that is at the heart of OzHarvest’s mission, right down to the production of the report, communicating this message at every touch point,” added Vince Frost, chief executive officer and executive creative director of Frost*collective.
Since Frost*collective took on the charity pro bon in 2012, it has created OzHarvest’s brand and identity, and worked on Think.Eat.Save events partnered with the United Nations Environment Programme, annual fundraising event, the CEO CookOff and the Urban Harvest cookbook, celebrating the 10th anniversary.
The 2012 and 2013 OzHarvest annual reports were applauded by D&AD, the Art Directors Club (ADC), Applied Arts Magazine, the Create Design Awards, Graphis and most recently, the AGDA (Australian Graphic Design Association) Design Biennale Awards.
Creative agency: Frost*collective
Executive creative director & designer: Vince Frost
Designer: Ryan Curtis
Account manager: Jarred Katzenberg