TACKLING THE CHALLENGE
When the NFL was recruiting a marketing teammate to develop a more appealing and digestible social responsibility report, they instinctively knew to call on Hatch. The obstacle was taking a year’s worth of content across various business lines to create an aesthetically pleasing book that captured the full breadth of the organization’s social justice and sustainability initiatives.
First and foremost, we knew we needed a solid strategy when it came to structuring and consolidating content. By dividing everything into three distinct categories and then creating—and adhering to—a detailed outline, we’re able to demonstrate a logical flow to the lengthy report. In addition to keeping copy concise and tone consistent, we also lean on eye-catching infographics and splashy callouts to highlight the most critical stats and information.
We’ve been honored to collaborate with the NFL on this annual report (among other projects) for four consecutive years and counting. Our established working relationship makes the management of each report a little smoother than the one prior, but also comes with its own challenges. Part of our creative thinking remains dedicated to keeping the report whole and dependable while also fresh and exciting. That’s why we collectively agree upon a theme each year, using that to help steer the report’s cover and other common threads we weave throughout the sections.
To keep each year’s report striking and unique, we focus on designing a cohesive theme of visual elements. Working within the NFL’s brand style guide, we’re able to use different color tones, graphics, font treatments, and photo editing to enhance the report’s overall look while allowing the content to feel seamless. We take thoughtful care developing a harmonious palette, making the sections easier to absorb.
To keep each year’s report striking and unique, we focus on designing a cohesive theme of visual elements. Working within the NFL’s brand style guide, we’re able to use different color tones, graphics, font treatments, and photo editing to enhance the report’s overall look while allowing the content to feel seamless. We take thoughtful care developing a harmonious palette, making the sections easier to absorb.
Again, there is a lot of content that needs to be filtered down to deliver pertinent information while also making the report shorter than an Encyclopedia. To help us achieve this, we lean on our good, old design friend—the infographic. Using visual callouts enables us to bring attention to the numbers and causes that matter most, while also bringing some life and movement to pages that would otherwise be filled only with text and images. This also makes it possible for a reader to quickly scan the report and still walk away knowing all the good that is being done.
Again, there is a lot of content that needs to be filtered down to deliver pertinent information while also making the report shorter than an Encyclopedia. To help us achieve this, we lean on our good, old design friend—the infographic. Using visual callouts enables us to bring attention to the numbers and causes that matter most, while also bringing some life and movement to pages that would otherwise be filled only with text and images. This also makes it possible for a reader to quickly scan the report and still walk away knowing all the good that is being done.
