HOW AN ANNUAL REPORT’S VIBRANT SIMPLICITY AND ENGAGING DESIGN INSPIRED A BRAND’S COMMUNICATION.
SARGF is a non-profit company, a public-private initiative between government and the gambling industry that is committed to promoting responsible gambling in South Africa. It provides sustainable, social solutions to the gambling industry through accessible programmes that manage and minimise the potential harmful effects of gambling.
SARGF was looking to revolutionise the design of their previous annual reports and move forward with a fresh and innovative piece of communication to present to board members, stakeholders, casino regulators and members of the press. The annual reported needed to showcase SARGF as a contemporary and modern organisation run by an energetic, optimistic, trustworthy and responsible team. We needed to find a way to communicate the hard-hitting topic of responsible gambling with a gentle touch while keeping their core message - ‘Winners know when to stop.’ - top of mind.
Annual Reports are by their very nature content heavy and difficult to read. A designer’s task is not only to create communication that keeps the reader engaged but to also make information flow in a way that is easy on the eye. We achieved this by designing with pure simplicity combined with an approachable illustration style that fused the contemporary with an unexpected, yet eye-catching style. The result was so successful that the client implemented the new approach on all their communication going forward.