Gambling Help, a community service run by the NSW Government chose Percept in Sydney for their annual report design and ad campaign development.
The brief for the NSW Government’s Gambling Help community service’s annual report was to inject the service’s focus on real people into an otherwise dry and corporate document.
Working with the brand’s guidelines (created by Percept), the theme of ‘all walks of life’ was chosen. This theme sums up the fact that the service’s clients, those affected by problem gambling, come from a broad range of demographics. Representing this theme by using images of varied shoes was both engaging and at the same time prevented any particular person or group of people being singled out.
The need to work to a tight budget was embraced by Percept, and the use of imagery and a bold, primarily two colour design, made this not only possible but also a creative and intriguing communication solution.
Page layouts were based on a consistent grid, yet remain fresh and engaging by changing up the use of this grid from page to page.
The resulting document not only communicated vital corporate information, but it embraced and expressed the brand’s values and community connections.
This annual report design was so effective for the NSW Government community service Gambling Help, that Percept were appointed to design their annual report the following year as well.
If you are interested in community service or government annual report design, see the related projects below.
Percept also develop the many different kinds of ad campaigns, information brochures and posters to communicate the benefits of the service.
Various ad campaigns have been developed over the years, and you can see samples of a few of them in the images above.
It is important for the design of this collateral to feel approachable and non-judgemental in order for it to be successful.
In venue posters are also designed for specific initiatives such as time out rooms and promotional material has been created for Responsible Gambling Week.
All Gambling Help items combine to make for a strong and recognisable visual brand, which is can be easily recalled and used when the time comes.
Gambling Help has also run a TVC campaign which features the branding that Percept created with nods to the print design style that has been established so far. It has been great in terms of raising much needed awareness for problem gambling, educating those in need, just how to get help.