Right here – Wellington Free Ambulance Annual report
Client: Wellington Free Ambulance
Project: 2011 Annual Report
Wellington Free Ambulance’s (WFA) primary purpose is to be the leading New Zealand ambulance service provider, passionate about delivering free-to-the-patient high quality, community focused model of care.
Creating a theme for the annual report allows us to tell this story in a way that engages it’s audience, links the content and gives your audience the information they want. To understand what WFA do, what WFA has achieved over the year and how those achievements have made an impact.
We had the opportunity to work strategically and change this years annual report, turning it into a marketing document as well as a year in review in order to give the reader more of what they are after, including only printing a financial summary. Putting non key information previously included in the annual report on to the website. This allows us room to tell a story and capture readers emotions.
We proposed three potential strategic themes, before the client selected our theme of ‘Right here’, capturing the important feeling of knowing WFA are right here beside you, where ever you need them. People can rest assured, knowing WFA will be there, delivering free-to-the-patient high quality care, with the right people who have a genuine and passionate concern for the wellbeing of their patients as well as the right skills, knowledge, standards and technology.
We designed a report that supported this theme, through the use of emotive images, placing two photos beside each other to reinforce the right here theme. We placed one photo of a paramedic or staff member, beside a photo of a patient or recipient of care. By placing the photography in black and white, and using opposite backgrounds, black on one side, white on the other side, we created a dynamic and striking look. We’ve introduced the vehicle livery lime/lemon colour as this is such a striking, attention grabbing colour and such a visual part of the WFA brand as everyone sees it on the ambulances. The combination with black and white is modern and dynamic, and conveys a feeling of a vibrant, cutting edge and forward focused organisation. The solid pages of colour keep the viewer awake and interested.
The look and feel reflects the cutting edge, innovative nature of the organisation. The use of info graphics demonstrates a more innovative approach, while the text tells the story of what WFA are doing that
is cutting edge. The information graphics captured a snapshot of the year in a visual and dynamic way, showing the reader the accomplishments and volume of services.