Tennyson Center for Children | Building A Better Annual Report

  • Challenge

    Tennyson Center for Children (TCC) needed an impactful annual report to tell its powerful story

  • Solution

    GFM designed an expressive report using photos and illustrations to summarize TCC’s yearly accomplishments

  • Results

    The report not only included all necessary information, but presented it in an emotionally resonant format


TCC presented GFM with the task of reinventing the design of its annual report. Previous reports had shared the necessary information, but TCC wanted to evolve the report to be more visually engaging. Following a successful ad campaign for Child Abuse Prevention Month, TCC asked GFM to develop similar creative for its annual report. GFM was given pictures, content and an overall theme (“telling our story”) to work with during the creative process.


Using previous reports as a launching point, GFM immediately began crafting ideas based on the “telling our story” theme. GFM developed an initial concept revolving around fairy tales and giving every child a “happily ever after.” The concept combined compelling photos with fun, whimsical drawings that wove a visual story throughout the entire report. The drawings, photos and cohesive theme helped readers connect to the report on a more emotional level. GFM used Adobe Photoshop and InDesign to create the drawings, combine all the elements together and prepare the files for print and digital distribution.


TCC was extremely happy with the finished report and received positive feedback from its supporters. While previous reports successfully presented the facts, the new report resonated with readers and helped TCC share its story in a much more compelling way.