ReFed
Annual Report
Document Planning and Storyboard
Our process began by listening to staff and reviewing existing communications by the organization. We discussed an ideal length for the report, primary and secondary audiences, core messages, and distributions channels (print and/or pdf). Next, Covive developed two alternate storyboards, arranging content into tightly curated layouts with strong narrative heirarchy and thoughtful use of images. As it was our first time working with ReFED, we identified strong existing brand elements, and explored ways to adapt the brand to meet the communication needs of this document. We also looked for photo resources to tell the human story of food.
Annual Report
With refined and approved storyboards, Covive designed the document spreads with prominent headlines to provide the top-level narrative. Supporting page content provides a wealth of facts, "big wins", initiatives, and specific examples of strategic partnerships working to reduce food waste. Covive also suggested integrating quotes by stakeholders and partners to provide voices of experts within the food service, hospitality, grocery, agriculture, and supply chain industries. A key contribution was a page listing the 27 essential food waste solutions identified by ReFED, in three categories: prevention, recovery, and recycling. This was the first visual “all-in-one-place” listing of these solutions. The report was printed for key stakeholders and for distribution at events, and was shared with the organization’s network in digital PDF format, helping to position the organization for continued effectiveness in leading this important social and environmental cause.
