ABF – The Soldier’s Charity Annual Report


We were asked by the national charity of the British Army, ABF – The Soldier’s Charity, to redesign its annual report and accounts. The report had, according to the client, become ‘boring’ and we were asked to give the publication a lift, make it more impactful and interesting and present the potentially dry information in an appealing way.



A complete redesign was in order. Creativity brought to life case studies about the serving soldiers, former soldiers and their immediate families the charity has benefitted. This route fully illustrated the impact the charity could have and underlined ‘why’ the charity should be supported, in addition bold infographics showed how the money was spent in other well deserving ways.

Fundraisers and their activities had their moment and a section on the financial highlights made way for the number crunch. The statutory auditor’s report – those all-important figures – were given clarity with a design treatment of their own and space on the page to breathe ensuring they could be easily digested.



The new clean, fresh look has “moved the charity into the 21st Century”, according to a very satisfied client, who subsequently asked us to use our design expertise across a suite of literature.

We’ve also been asked to give the organisation’s annual review a facelift, as well as restyling the charity’s key fundraising event The Big Curry.


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