Client: Concern Worldwide (Malawi)
Concern Worldwide is Ireland’s largest humanitarian and aid organisation; working in 25 countries around the world.

Brief: To transform the draft Country Strategic Report into an accessible document that could be shared internally across the organisation, and externally with the organisation’s key stakeholders.

Considerations:

• The need to create a durable document that looks fresh throughout the five years covered by the Strategic Plan.
• Aimed to use images and language that highlights the dignity of the programme’s participants, and demonstrating their initiative and hard work, rather than presenting the traditional image of participants as passive recipients of aid. To this end, the design was informed by Dóchas’ (official network of Irish aid organisations) Guidelines on Ethical Communication.
• The document needed to work as a stand-alone document in a Malawian context, as well as slotting into the organisation’s wider Strategic Plans and catalogue of publications. The design adheres to Concern Worldwide’s branding guidelines, and the digital version of the document contains hyperlinks which link the CSP to Concern’s wider library.

Outcome: An attractive document that sets out the organisation’s strategic objectives and their plans for achieving those objectives. The final document utilises a series of diagrams and a carefully crafted narrative outlining the organisation’s ambitions.

The cover image centres on an aid programme participant within an outline of Malawi.