Creative Brief

I conceived, wrote, and fully designed The Simple Good’s 2024 Annual Report — the organization’s most expansive and ambitious to date. This 24-page piece was crafted not just to inform, but to move: turning impact metrics into meaningful stories and translating an abstract mission into something deeply tangible.

The Simple Good teaches resilience, expression, and power to Chicago youth through arts-based social-emotional learning. But the heart of the work - connecting people through “the simple good” - is an emotional and often ephemeral idea. My job was to make it feel personal, grounded, and real.

I built the report around a cohesive narrative and visual language that mirrors the organization’s mission. A central design element features handwritten responses to the prompt “What does the simple good mean to you?” - drawn from a live community activation I also created. These authentic voices became a recurring motif, weaving joy, connection, and purpose throughout the report.

In addition to telling stories and sharing data, the report opens a window into how TSG actually works - showcasing the operations, partnerships, and financial strategy behind its mission. Every page was designed to build trust, spark belonging, and invite deeper investment from new and existing audiences alike.

This was a full-spectrum project - concept to completion - executed to unify design, writing, and storytelling into a single, purpose-driven artifact.

From concept to completion, this full-spectrum project unifies my design, writing, and storytelling into a single, purpose-driven artifact. See the full annual report here.