Collateral / Print / Public Sector
Based in Madison, Wisconsin, the Wisconsin Economic Development Corporation (WEDC) is a government agency that leads economic development efforts within the state.
Art Directed and Designed by Brian Stewart
Written by Tom Thieding and Chris Schiffner
WEDC’s Qualified New Business Venture Program (QNBV) needed a strong, visual report that improved upon the previous year’s report by writing a narrative that told the overall success stories better. The design and layout of the annual report also needed to reflect the organization’s brand and identity, while also looking for ways and opportunities to expand the visual library and expand on narratives in new, thoughtful ways.
I developed a compelling report that blends design sensibilities and aesthetics, with a more linear story that supported overall objectives of the program. To broaden the organization’s growing identity, I looked to existing advertising and created pages with new high quality stock images that I manipulated and color corrected, then set large blocks of text against the duotone backgrounds. I also developed infographics that helped tell the story of how tax credits are dispersed and their benefit in an impactful and meaningful way.
In doing so, I helped elevate the annual report’s visibility amongst legislators and the public, and discourse, by simply using data in a more friendly and graphical way. This also helped the Entrepreneurship and Innovation team use the report promotionally throughout the next fiscal year, making their efforts to quantify the program’s benefit much easier than before.