Each year, Food Banks Canada produces HungerCount, a report on food bank usage across the country highlighting the surprising levels of need as well as presenting recommendations for change. With the election hubbub and a new government taking power, this year, in particular, presented a significant opportunity for storytelling and reframing of the issues. Food Banks Canada worked with Crescent to design an impactful concept for the report and series of materials all aimed at building awareness, generating discussion, and ultimately driving strategic government support.
Crescent presented several concepts, but the winning design centred around the notion of a fridge and the many angles this object offered for telling the story.
The retro-style fridge provided a canvas for sticky notes that creatively highlight the findings and key takeaways from the research. The report design features white space, column layouts, tables and graphics as well as imagery and colour treatments to provide diversification of layout across the pages ensuring readability, impact of the content, while also considering the overall Food Banks Canada brand. In addition to the report, a companion video was produced as well as a series of infographics and micro-content for use in multiple social media platforms.