THE LOWDOWN: The Well is a not-for-profit community interest company, which supports people recovering from drug and alcohol addiction. Set up just four years ago, they asked me to write and produce their first annual report for stakeholders. I was already working on a new website for them so I had a good understanding of their activities, aims and objectives. I started with a simple strategy, a content plan and a list of key messages. Interviews followed and the writing began. The result is an eight-page report that not only communicates key successes and milestones, but also positions The Well as an expert in its field. The writing style and tone is professional, authoritative yet engaging and inclusive to a range of stakeholders. Pull out endorsements from key partners, boxed out copy, clever use of picture captions and an infographics section means content is easy to digest. Being able to manage the design and print also gave me the opportunity to create a corporate identity for The Well. The client welcomed the colour palette I chose to complement their burgundy logo. Have a look at the report below — the case study on the last page is particularly inspirational!