Allison Beer

Deaconess Foundation

  • specs / 50 pages, 6” x 12”, 4-color, spiral bound
  • role / concepting, graphic design, copywriting, art direction
  • agency / Little Jacket (2024)
  • creative director & copywriter / Roger Frank
  • illustrator / Abby Coe
Deaconess Foundation is a Greater Cleveland nonprofit helping people impacted by poverty build careers—not just jobs—that sustain themselves and their families. For their 2023 annual report, we sought to turn the idea that someone in poverty should “just go get a job” on its head; “just a job” does not sustain an individual (and their family), build up a community, or help our region’s economy grow.

To give our message a boldness that can’t be ignored, oversized condensed display type and an industrial monospaced font are used for headlines and callouts. Non-traditional, white space–heavy layouts reinforce that workforce development is a contemporary issue. Custom colored spiral binding adds a tactile quality and is reminiscent of educational workbooks. A warm color palette, rooted in the blue from Deaconess’s logo, and playful spot illustrations ensure the report still feels balanced and human.

This annual report is a huge leap forward for the Deaconess brand in both voice and visuals; it underscores the significance (and necessity) of their work and gives them a more memorable presence in Cleveland’s workforce development community.


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