Food rescue charity OzHarvest launches innovative annual report + art project via Frost*

Frost* has designed an annual report for food rescue charity OzHarvest, with a big heart.

The innovative document, a realisation of the concept ‘counting on love’, puts the great depth of commitment shown by the ‘heroes’ who donate food, time or money to the not-for-profit organisation, at the heart of the report.

The 2013 annual report features a ‘Book of Hearts’, an insert showcasing art works and testimonials from key supporters and ambassadors, including chefs Maggie Beer, Matt Moran and Frank Camorra, as well as hotelier Justin Hemmes, alongside those of OzHarvest personnel and volunteers. The art project, which uses the ‘love-heart’ motif to visually represent what the mission of the charity means to each of the creators, aims to highlight the work of the ‘heroes’ behind the organisation, upon which OzHarvest depends.

Each contributor to the project was invited to ‘share their heart’ about their own involvement with the charity. As a graphic element, these thoughts are used as pull quotes to contextualise the individual artworks and bring to life the great commitment shown by the army of supporters who contribute significantly to OzHarvest.

This work follows on from the multi award-winning 2012 report created by Sydney-based agency Frost* last year, for whom OzHarvest is a pro bono client.

Says Ronni Kahn, OzHarvest founder and CEO: “Our annual report is a key marketing and communications tool for our organisation. It is used to engage those who may not be aware of what we do and as a tool to thank and recognise those who support us.

“The report Frost* designed for us in 2012 was really well received, so extremely high expectations were set. They’ve developed an idea that showcases our ‘heroes’ and their hearts of gold.”

This heart project will be used to attract global support as OzHarvest is an official partner of the United Nations Environment Program (UNEP), and also to highlight their work addressing the issues of food waste, food sustainability and food security.

The main body of the report draws upon the bold, graphic identity and look and feel that Frost* developed for OzHarvest in 2012. The 36 page document is printed on bright yellow stock and heavily features pull quotes, bold typography and facts and figures represented as info-graphics for easy digestion, all rendered in the brand font ‘Frankfurter’.

Vince Frost, founder and executive creative director of Frost*, says this project represented a unique creative opportunity, to challenge the idea of what an annual report can be.

Says Frost: “Annual reports are usually about money. But this one is about joy, dignity, connection and a sense of love and care felt by the people behind OzHarvest, which is impossible to monetise.”

As well as creating OzHarvest’s brand and identity, Frost* has been involved in numerous other projects with the charity, including Feeding the 5000 in Sydney’s Martin Place and annual fundraising event, the CEO CookOff. The 2012 OzHarvest annual report was recognised by D&AD, the Art Directors Club (ADC), Applied Arts Magazine, the Create Design Awards and Graphis, amongst others.

OzHarvest is a non-for-profit charity that rescues excess food that would otherwise be discarded. This excess food is distributed to charities supporting the vulnerable in Sydney, Newcastle, Adelaide and Brisbane. Australia wide OzHarvest delivers over 440,000 meals per month with a fleet of 21 vans. This equates to 168 tonnes each month.

Client: OzHarvest

Account Manager: Jarred Katzenberg