Brown-Forman
ART DIRECTION
INFOGRAPHIC
WEB
Brown-Forman owns multiple well-known beverage brands including Jack Daniels, and has a long-standing base in responsibility. Collaborating with Brown-Forman for over ten years to produce their bi-annual corporate responsibility report, along with a few other projects including their forum website called OurThinkingAboutDrinking, has shown me how an organization can prioritize responsibility at its core and explore how that manifests in the different business ventures it interacts with. The Brown-Forman brand has always been somewhat refined, but has allowed exploration over the years that enables true and authentic story telling.
Project done as a designer & project lead at Celery Design Collaborative, with content & writing partner Context
The last report before Brown-Forman started combining their CR reporting with their Annual report was for FY 2017-18 (above).
The report for FY 2016 was an interactive PDF instead of the traditional printed report. We then created a smaller printed summary that was compact and easy to hand out at events, and act as a preview.
Each reporting year would take on a new concept that spoke to the key stories of that year, but maintained the overall strong B-F brand.
By the numbers
Data for the Corporate Reporting was released on an annual basis, while the report was published bi-annually. So we initially designed a scorecard that could be updated – first a pull-out card that fit in the back flap, then a dust jacket, to finally moving it to a digital experience that was added to the corporate site language. This allowed the Brown-Forman team to update the digital scorecard dashboard easily on an annual basis, with a downloadable PDF component as well.
PROJECT DETAILS
CREATIVE DIRECTOR // Brian Dougherty
ART DIRECTOR // Stephanie Welter Krause
DESIGNERS // Stephanie Welter Krause, Kelsey Lesko, Andrea Falke
WRITERS // Context