Annual report: Federation of City Farms and Community Gardens

Case studies helped to bring the charity's document to life

Organisation: Federation of City Farms and Community Gardens
Agency: MJT Design
Spend: £2,500

FCFCG supports, represents and promotes locally managed farms, gardens and allotments in urban and isolated rural areas.

Format and audience

The annual review is printed on an A5 pamphlet that folds out into an A2 page with a wall calendar printed on the back. The charity published 5,000 copies and sent them to its members, government departments, MPs, PR contacts, funders and others with an interest in community-led farms and gardens. It is also available in large print, Braille and on audio tape.

Design and content

The publication includes a round-up of the year's news, a report from the chair and chief executive and information about the charity's partnerships and initiatives. The financial summary is brief but easy to understand, and full accounts are available on request. There are also short case studies about city farm and community garden projects to illustrate the work of member groups. The content is clearly laid out alongside pictures of flowers, farms and greenery, with a red, pink and purple theme throughout.

Costs and practicalities

The publication was designed by a freelance designer, Mary-Jayne Thornton, and cost a total of £2,500 to publish and distribute.

What's distinctive about it?

The fold-out calendar on the back can be put up on the wall, reminding members and funders about the federation every day.

FCFCG says:

"We wanted a colourful tool to show how the federation has developed over the year and to give people a flavour of the diverse work carried out by our member groups."

Score
Design: 4
Readability: 4
Content: 3
Transparency: 4
Total: 15 out of 20

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