When you’re about to embark on reading a community trust annual report, words like ‘colourful’ and ‘hip’ don’t ordinarily spring to mind. But the ASB Community Trust’s 2010 Annual Report has changed all that by employing the use of colour-coded silhouettes of New Zealand native birds to show where its money has gone. Each species is symbolically connected to a social sector the trust’s involved in: the Kāhu for Environment projects; the Kōtuku for Marae projects and the Kererū for Arts and Culture, to name but 3.
Being a proud and valuable investor in New Zealand society, the Trust needed an instant visual representation of its figures, so together with long-time design partner 4is, created a distinctive insert in the new Herald.
The full report goes further. In the Heritage sector, a Kōtare-shaped collage visualises the sectors scope; the position of the birds on the map provides data on the spread of grants; and the number of grant recipients is denoted by a table of individual birds.
Infographics are terribly de rigueur on Internet 2.0, but rarely are they so lovingly appropriate for the data they visualise, and consequently easy to digest, as they are in this report. Hats off then, to the ASB Trust and 4is.
See the birds take flight here and then inspire office banter with a “name the birds” group email.