Annual report: Winston's Wish

The bereaved children's charity's latest impact report contains brightly coloured infographics that are engaging and easy to digest

Winston's Wish
Winston's Wish

Organisation: Winston's Wish
Agency: Maple Rock Design
Spend: £2,600

Format and audience

The bereaved children's charity's impact report is sent to funders, partners, stakeholders and the media.

The charity decided to produce the report in an A4 portrait format because it felt this would be the best way to present photographs of its work, and because it was cost-effective. There is also a downloadable pdf of the report on the charity's website.

Design and content

Winston's Wish wanted the design of the report to be bright, colourful, easy to read, with striking images that define the work that the charity does with bereaved children, young people and their families.

Although the photography could be sharper in some places, it does give the reader a sense of who the charity's beneficiaries are, rather than using generic, stock images.

The brightly coloured infographics are engaging and easy to digest. They are a great way to present the information.

The report has two purposes: as an easy-to-read document for anyone to pick up and see the work that it does at a glance; it also contains all the key information that people might need to know.

The report includes quotations from families and supporters in order to give a personal feel to the review.

Cost and practicalities

The charity received a special rate from the design agency Maple Rock, and also opted to use photography that had been taken by staff and volunteers throughout the year.

Winston's Wish says:

"Our aim is for the report to create an informative and visual awareness of the work of Winston's Wish and its impact on bereaved children and their families, and to do so in a clear manner to ensure that it appeals to all audiences."

Design: 3
Readability: 3
Content: 3
Transparency: 4
Total: 13/20

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