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Reimagining W.K. Kellogg Foundation’s Annual Report


Reimagining W.K. Kellogg Foundation’s Annual Report

W.K. Kellogg Foundation


The Challenge

For foundations, an annual report is the perfect opportunity to highlight achievements from the previous year and share insights on the work ahead, not only for board members but also for the general public. Sharing this story digitally is vital as it gives more people access to lots of dense information in an easily digestible and interactive manner. 

Following our collaboration on the Racial Equity Resource Guide, the W.K. Kellogg Foundation came to Connections Media hoping to achieve that goal for their 2015 annual report. They wanted to reimagine the Foundation’s annual report in a way that would demonstrate the Foundation’s legacy, highlight the importance of knowledge application, and indicate aspirations on racial equity and leadership for 2016.

Bringing together a range of materials including videos, data spreadsheets, individual letters from different foundation leaders and more, Connections Media needed to create a cohesive narrative that clearly conveyed the foundation’s work to make progress and unlock opportunity on racial equity in the United States.

The Solution

To reimagine the W.K. Kellogg Foundation’s annual report, Connections Media created an immersive, self-contained microsite with custom and interactive illustrations, engaging photography and videos, and data-driven infographics. These components were not only visually appealing, but they also drew visitors into the site and set up interaction with the content in an exciting way.

The beautiful design and easy-to-use interface together take the visitor through a story, starting with a clear call to revive and strengthen our national passion for racial equity and ending with helpful resources to drive the conversation forward. The timeline details the Foundation’s history of leading for steady progress on racial equity, the videos demonstrate how applied knowledge can catalyze positive change, while the leadership letters share lessons on how racial equity can spread in 2016.

The microsite is also mobile responsive to ensure that anyone could view the annual report in the palm of their hand. Connections Media also created a compatible print version as well as bite-sized social graphics to support the annual report. 


The Results

With an accelerated timeline, the W.K. Kellogg Foundation Annual Report microsite was launched in December 2015. The microsite was well-received by the Foundation’s core audience, which includes their board of trustees, grantees, and like-minded philanthropic organizations. With this annual report, every visitor can quickly gain a clear understanding of how the Foundation works to create positive conditions for vulnerable children and communities that push the nation towards racial equality. 


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