ABOUT

THE BRIEF

Lifeline is Australia's leading suicide-prevention service.

As Australians survived a global pandemic, Lifeline experienced a record-breaking year with more than 1,100,000 crisis calls. But the phone service is just part of the picture, as they evolve their modes of support to become a national multi-channel service, which now includes chat and SMS support.

Lifeline’s annual report is a communication tool that is more than meeting financial reporting obligations. The report is a platform to celebrate fundraising successes, commemorate those we have lost and motivate others to give.

Our brief was to design the annual report, without photographic portraiture. A judicious use of illustration was applied to acknowledge the stories and likeness of those with lived experience, so few photographic opportunities are available.

Lifeline is doubling-down on its brand recognition and our creative approach was to use a limited colour palette of the 2 primary brand colours.

OUTPUTS

— 80 page annual report design, A4-size
— Illustration and Infographics
— Animation for social media and other promotions

CONCEPT

Shadow and light was the guiding theme. In a dark place, a door slowly opens, a metaphor for hope.

Lifeline offers hope to Australians in their darkest times. The report cover depicts three help-seekers from different walks of life, with glimmers of light filling their faces.

All three help seekers are connecting to Lifeline through different channels of support — call, chat and text — showing Lifeline's adaptability to the needs of their audience.

Based on our illustration, we provided the report’s title: Helping more Australians in more ways than ever before. Anyone, anytime, anywhere.

EXECUTION

The distinctive new illustration style on the cover incorporated hand-drawn textures to capture human emotion. Other faces of Lifeline were drawn in the style throughout the report.

2022 saw the launch of 13YARN, the first national crisis support line for Aboriginal and Torres Strait Islander people. We were able to clear permission to take pages out of the Lifeline colour palette, to resonate with the audience of this new confidential 24/7 service.

Our illustrations and infographics accompany stories of fundraising success. Media partnerships and community outreach programs were punctuated with the number of lives impacted.

RESULTS

Working closely with the Communications Team, Another Colour has created accompanying social media assets. The video and carousel assets acknowledge accomplishments and contact volumes, to further extend the reach of the Annual Reports.

The signature illustration style, led by Dana Dharma, has now become an integral part of the Lifeline brand and has been adopted for other publications, podcast artwork, website assets and donor communications.