Calgary Society For Persons With Disabilities Design & Branding CSPD 2011 ANNUAL REPORT by Wax

CSPD 2011 ANNUAL REPORT

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Design & Branding
Market Canada
Agency Wax
Executive Creative Director Joe Hospodarec
Copywriter Max May
Designer Hans Thiessen
Released June 2011

Credits & Description

Category: Small Business - local or operating in a restricted area.
Advertiser: CALGARY SOCIETY FOR PERSONS WITH DISABILITIES
Product/Service: CARE FOR PERSONS WITH DISABILITIES
Agency: WAX
Executive Creative Director: Joe Hospodarec (WAX)
Design Director: Monique Gamache (WAX)
Designer: Hans Thiessen (WAX)
Copywriter: Max May (WAX)
Media placement: Annual Report - 750 annual reports mailed to board members, government officials, clients and their families. - 1 June 2011

Describe the brief from the client
The Calgary Society for Persons with Disabilities (CSPD) is a non-profit organisation, which provides residential care to adults with developmental disabilities. The organisation relies largely on funding from government organisations and outside sources. Unlike larger organisations and institutions, what truly separates the CSPD is their ability to provide each of their clients with a custom approach to caregiving.

Describe the challenges and key objectives
As a non-profit, CSPD doesn’t have much funding to spend towards its annual report. It has even less funding to spend towards advertising. Because of this, our solution had to be a fundraising tool for the organisation, as well as an annual report. The report also had to offer the organisation bang for their buck, something they’re so adept at offering their own clients.

Describe how you arrived at the final design
When concepting our design, we focused on the area that really struck us during our CSPD tours – the one-size-never-fits-all support they offer each client. They have little in common with your typical group home. They’re nimble to help each client on their terms. This all lead us to the 'No two people are the same' concept. To showcase this, we decided on creating an annual report filled with pages of different shapes, sizes and textures. The report also incorporated the individual handwriting of nearly a dozen different people.

Give some indication of how successful the outcome was in the market
The report was extremely well received by both the CSPD and their client families. Most importantly, the report was well received by the government and private organisations who help fund the CSPD. It's a difficult report for people not to pick up once they see it.