One of the earliest orders of business was to create an updated mark for MWCM, one that would allow them to grow in coming years without sacrificing the fun and hopeful feel of their old logo. Choosing something a bit more subtle and flexible than other chapters not only allow MWCM to stand out among Meals on Wheels, but also to appeal to more donors and provide some more visual interest. The initials are formed by the forks (M & W) and the background circles represent the wheels that provide the delivery so central to their mission.
The cover was designed to have as much impact as possible on a potential viewer. Having to service as both a celebration of success for previous donors and an exhibition of need for future donors, the idea of opening a sparse fridge served the latter, while the bold statement of success served the former. Not only did this solution have a solid visual impact, but interviews and discussions with potential users after the fact exhibited that the interesting print solution helped to reinforce the memorability of the cover design as a whole.
The storytelling continued on the interior, with a striking B&W photo of a potential recipient, using his gaze to direct the viewer down through the table of contents and through the rest of the book.
This spread intermingles statistics about the national need for aid in the fight against senior hunger, but also shows the real necessity for continued support locally by highlighting locations in Maryland and the amount of need in them.
Easy to digest graphs and graphics allow the report to deliver the most important financial information rapidly to a viewer, while still containing the full financials for more interested parties.
The rear cover pays obvious homage to the state flag of Maryland, with the satin finish providing a great tactile sensation in addition to the bold and rich gold and reds. The cover also holds a secret as...
...opening the cover reveals a list of very special donors and a message of Thank You from the Board of Directors.
