CS Designworks builds a creative foundation with CPR’s 2007 Annual Report.

RAISING THE BAR
After years of in-house, desktop publishing, The International Institute for Conflict Prevention & Resolution (CPR), a non profit organization that promotes excellence and innovation in commercial dispute resolution, was looking to take their Annual Report to the next level. In addition, given CPR’s limited budget, the Report needed to serve several communication functions – corporate identity, marketing, and membership acquisition and retention.

A perfect marketing opportunity
Molly Brannon, Vice President CPR, knew that there was a profound opportunity to tell the organizations story through the 2007 Annual Report. “CPR needed to increase its visibility and name recognition in the field. As we began to launch an extensive rebranding of CPR, the Annual Report proved to be the perfect cornerstone of this initiative,” says Brannon.

Story tellers
During a brainstorming session, it was quickly determined that the best story tellers were CPR’s own members. “With leading academics, top attorneys from international law firms, and corporate counsel from the most successful companies in the world as members, using personal testimonial was a perfect fit,” says Nick Chiechi, Principal, CS Designworks.

Painting the picture
Through the creative process, the theme of “Bridging the Gap” emerged. To set the tone, CSD secured an artist to create a series of custom illustrations that will become the basis of CPR’s corporate look moving forward. This overall theme, coupled with various CPR’s service offerings, clearly demonstrated how the organization achieved its mission. A structure was then established – merging content and dramatic artwork with testimonials and a photographic scrapbook.

The jury is in!
The final product, printed slightly undersized, captures the essence of CPR by creating awareness of the many resources that it offers. It effectively communicates its mission and accomplishments in a professional and compelling manner. “For a non profit, conveying value for membership dollars is paramount – this Annual Report does that perfectly,” says Brannon.

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