For my capstone project, I worked with Explore Edmonton to recreate their annual report to increase their brand engagement with Edmonton residents. I conducted research and found that residents value community, culture, and nature in Edmonton. This finding led me to create a report with illustrations of people interacting with each other and engaging in activities, creating an experience for residents and reflecting their connection with their city.
Annual Report - About Explore Edmonton. The transition from image into illustration creates a connection between the two, making it seem as though they are a part of the same world. This connection invites residents into the report and motivates residents to explore Edmonton.