Humane Society of Genesee County
Creative direction, editorial strategy, art direction & design

As an animal lover, this was a project I wanted to be part of from the moment I heard about it. The Humane Society of Genesee County was creating its first comprehensive annual report and wanted to show how its work changes lives, from the animals it cares for and the families who adopt them to the volunteers, staff, donors, and community members who make that work possible.

A longtime friend who served on the Humane Society’s board approached a writer and me about taking on the project. Together, we worked with the organization to determine which stories would best represent its impact. We narrowed the potential stories to create a balanced picture of the organization’s work and planned the photography needed to bring those stories to life. I helped direct the photography approach and then developed the complete visual direction for the publication, including its color palette, editorial design, and overall visual system.

Once the annual report was complete, the creative direction extended into social media and the organization’s website, giving the Humane Society a more cohesive way to share its stories across channels. Because I believed strongly in the organization’s mission, I also chose to provide my work at a reduced rate. For me, this was an opportunity to use my skills to support a cause I genuinely cared about.

The annual report received an ADDY Award for design in 2018.