Brief
I was asked to design MedAccess' Annual Review, building on an already established brand while developing a richer and more recognisable visual language.
The report needed to communicate the detail and scale of MedAccess' work brokering agreements between manufacturers and buyers, while never losing sight of the people ultimately affected by that work. It needed to strike a balance between heart and head — emotion and detail.
Approach
With an established brand and detailed guidelines already in place, I wanted to find ways to make the Annual Review feel less clinical and more connected to the real-world impact of MedAccess' work.
Art direction became an important part of that. I chose photography that focused on outcomes — showing how the agreements MedAccess facilitates ultimately echo through into people's everyday lives. This helped shift the emphasis from MedAccess simply being a facilitator to communicating the impact of what they make possible.
Alongside this, I introduced a more editorial feel to give the report greater pace and personality. The information itself was detailed and needed absolute accuracy, particularly around data and numbers, so the challenge was to create a clear structure for that complexity while still allowing the emotion and achievement behind the work to come through.
Outcomes
A more impact-led visual approach that extended the established MedAccess brand without losing its rigour or consistency.
Detailed information and data brought together through clear editorial design, infographics and visual storytelling.
A stronger role for photography and art direction, connecting the organisation's work to its real-world outcomes.
MedAccess:
Annual Review
Editorial Design + Brand Storytelling + Data Visualisation
Balancing Heart & Head
Developing the Visual Language
