Editorial Design · Brand Storytelling · Campaign Creative
Charlottesville Albemarle SPCA
Client
Charlottesville Albemarle SPCA
Role
Editorial design · art direction · campaign creative · print production
Timeline
2023 — 2025
Deliverables
Annual report · Calendar · Event identity · Promotional print
01 — Challenge
The organization needed an annual report that donors would actually read: financial accountability and program data delivered alongside the emotional stories that drive giving, produced to print spec on a nonprofit timeline and budget.
02 — My Role
- Annual report editorial design and production
- 2025 Calendar design
- Fall Festival logo, T-shirt and postcards
- Press-ready production and vendor handoff
How it was solved
03 — Creative Approach
01
Editorial structure
Set a spread rhythm that alternates data pages with story pages, so readers move between evidence and emotion rather than skipping one.
02
Typographic system
Built a grid and type hierarchy that keeps statistics legible at a glance while giving photography room to carry the feeling.
03
Campaign extension
Carried the same system into the 2025 calendar, Fall Festival identity, T-shirt and promotional postcards.
04
Production discipline
Prepared press-ready files to vendor spec and managed proofing to hit the mailing schedule.
Systems thinking
The System
- Annual report
- Editorial spreads
- Calendar
- Event identity
- Merchandise
- Promotional postcards
Selected visuals
04 — Selected Execution
An annual report and surrounding campaign materials for a regional animal welfare organization — editorial design that carries impact numbers and animal stories in the same spread without either one flattening the other.
Evidence
05 — Impact
- Full annual report delivered end to end, on schedule
- One editorial system extended across event and merchandise creative
- Press-ready files delivered to spec with no vendor rework