Bringing a year of community impact to life through design, photography, and storytelling.
Shrewsbury Town FC Foundation’s 2023 Annual Review
Client: Shrewsbury Town FC Foundation Date: 24th November 2023
Overview
The Shrewsbury Town FC Foundation’s annual review brings together a year of impact across the community, from education and employability to health, inclusion, and participation.
For the 2022/23 edition, I worked across the full piece, shaping the design, capturing photography, and building out a visual style that could carry the foundation’s voice in a way that felt clear, engaging, and true to the people behind it.
The aim wasn’t just to present information, but to create something that people would actually want to spend time with. Something that felt representative of the sessions, the staff, and the young people involved, not overly polished or corporate, but grounded and human.
Process
Annual reviews can easily become quite formal. Lots of text, lots of numbers, and not always a clear sense of the people at the heart of it.
From the start, the focus here was to keep things accessible and balanced. The document needed to communicate impact clearly, but without losing the energy and personality that defines the foundation’s work day to day.
A big part of that came down to structure and pacing. Breaking content into manageable sections, introducing breathing space, and making sure each page felt considered rather than crowded. Alongside that, photography and illustration played a key role in softening the more report-heavy elements, helping to guide the reader through the document naturally.
Everything was built around a consistent visual language, allowing different programme areas to feel connected while still giving each its own moment. The intention was to create something that felt cohesive from start to finish, rather than a collection of separate sections.
Outcome
The final document brings together over 40 pages of content into a format that feels clear, engaging, and easy to navigate.
It captures both the scale of the foundation’s work and the smaller, more personal moments that sit behind it. The interactions, the environments, and the people that make it what it is.
Beyond the document itself, the visual approach has also fed into wider outputs, influencing how content is presented across other materials and platforms. It’s become a useful reference point for maintaining consistency while still allowing flexibility depending on the context.
More than anything, it stands as a snapshot of a year’s work, not just in numbers, but in the stories and moments that sit behind them.
The document has since been used across presentations and communications, helping to bring the foundation’s work to life for a wider audience.
Explore the full annual review:
“Working with Alex on this project was an absolute pleasure. Impact reports are one of the most important tools charities have to demonstrate the difference their work makes, and Alex truly understood that responsibility.”
Not only did Alex follow the brief closely, he went above and beyond, delivering something everyone involved was genuinely proud of. As with any project of this nature, there were inevitable last-minute changes, all of which Alex handled with patience and professionalism.”
– Jamie Edwards (former CEO, Shrewsbury Town FC Foundation)