In a year when market timing impacted the overall return, it was important that the endowment report communicate honestly and directly to build trust. The report's design features black-and-white photographs of the campus’ original building, highlighting architectural motifs such as columns and stonework to communicate themes of resiliency and institutional longevity. A muted color palette, conservative typography and uncoated paper finish further reinforce the publication's staid tone. Throughout the piece, call-outs and figures invite multiple points of entry, and a thoughtful selection of color photographs reinforces the lasting impact of endowments on students and faculty. Considered messaging transparently communicates a long-term perspective on the fund’s performance.
From the Judges
Well done. Clearly thought out. Cinematic design and art describe it aptly. Transparent with the target audience. Clear and concise. These are the words we used to describe Texas Tech University's endowment report. It truly captures the timeless essence the university wanted out of the design, as well as is transparent with donors about bad news. We thought the serious subject matter was clearly communicated. It also balances bad with good news while keeping the overall financial data simple for anyone to read and understand.
