Client: SPA HOUSING ASSOCIATION

Project: 1999 Annual report and accounts

Background: Spa Housing Association manages more than 2,600 rented homes in Worcestershire.

Objective: The Association is expanding rapidly and was keen to use its annual report as a marketing tool which would reinforce its corporate image and generate positive publicity.  A strong and original design was particularly important.

Description: Word Association developed a high-impact design for the report based on the theme "Making a  Difference".  Black-and-white photographs were taken of people from the housing association's various client groups - old, young, single people and families.  Each of these was enlarged to fill the whole of an A4 landscape page and used to illustrate a section in the report.  Single colour tints were used to differentiate between the sections.

Our role: Word Association designed the report and commissioned photography, as well as writing the text after conducting interviews with senior members of staff.  We also project managed the printing of the job to ensure that it was produced on time and to a high quality standard.

The challenge: Account director Sarah Thomas said:  "Literally hundreds of housing associations produce their annual reports at the same time each year.  Our aim was to come with something that made our client stand out from the crowd, while still working to a tight budget."

Feedback: Chief executive Guy Weston said: "The design was eye-catching and helped to convey key information about our performance in a way that made it accessible to our customers and partner organisations."