The Winthrop Rockefeller Foundation Report Series

The Winthrop Rockefeller Foundation asked us to design a series of retrospective reports. Looking Back, Moving Forward reflected on the Foundation’s accomplishments throughout the Moving the Needle on Grade-level Reading in Arkansas campaign. Looking Back, Failing Forward reflected on what the Foundation learned along the way during that campaign.

As the only designer of this project, I strove to create visually appealing reports that not only encapsulated the importance of the Foundation’s work, but also presented it as an energetic, mission-driven organization with bold visions. I worked on the series as a whole to make them look cohesive, while making each report look distinctive. Each cover design hinted at the content. Looking Back, Moving Forward’s cover consisted of straight lines moving upward to suggest the future-forward and impressive impacts of the Foundation. The curve lines in Looking Back, Failing Forward suggested traveling back in time to examine all lessons gained and the opportunities those lessons offered. 

The Foundation was so happy with the design of those publications that it asked us to add a third report to the series. Titled The RAP Playbook—Reflection, Analysis, and Planning, this product documented the process the Foundation used to develop its new strategic direction. Although it wasn’t planned in the initial design, this report fitted in well with the other ones thanks to the wavy lines that indicated how flexible yet determined the Foundation was with its future.