Project Overview
This project involved designing a connected digital experience consisting of both a promotional video and a supporting website. The goal was to create a cohesive system where motion, messaging, and interactivity worked together to clearly communicate complex information and guide users through a focused narrative.
Rather than treating the video and website as separate deliverables, they were designed as complementary components of a single experience.
Mock-up displaying several computer screen views of Annual Report website.
Client Challenge
✔ Content Density – The project involved a significant amount of information, including metrics, highlights, initiatives, and summaries.
✔ Narrative Clarity – The content needed to tell a clear story rather than feel like a disconnected list of updates.
✔ Audience Diversity – Video and web content needed to resonate with leadership, staff, partners, and stakeholders.
✔ Visual Consistency – Information had to be unified under a single visual system across multiple sections.
✔ Engagement – Annual reviews risk being overlooked if not designed intentionally.
✔ Narrative Clarity – The content needed to tell a clear story rather than feel like a disconnected list of updates.
✔ Audience Diversity – Video and web content needed to resonate with leadership, staff, partners, and stakeholders.
✔ Visual Consistency – Information had to be unified under a single visual system across multiple sections.
✔ Engagement – Annual reviews risk being overlooked if not designed intentionally.
Project Goals
1️⃣ Transform complex, year-long data into a clear narrative.
2️⃣ Use motion to introduce and clarify key messages.
3️⃣ Design a website that reinforces and extends the video content.
4️⃣ Guide users through a clear, intentional content journey.
5️⃣ Deliver a scalable digital experience adaptable for future updates.
2️⃣ Use motion to introduce and clarify key messages.
3️⃣ Design a website that reinforces and extends the video content.
4️⃣ Guide users through a clear, intentional content journey.
5️⃣ Deliver a scalable digital experience adaptable for future updates.
My Role
✔ Creative direction across video and web
✔ Script development and visual storytelling
✔ Video production and motion design
✔ Web design and layout
✔ UX strategy and content flow
✔ Visual system alignment across mediums
✔ Script development and visual storytelling
✔ Video production and motion design
✔ Web design and layout
✔ UX strategy and content flow
✔ Visual system alignment across mediums
I designed the video and website as interdependent storytelling tools. The video served as the emotional and conceptual entry point, while the website provided depth, structure, and interaction.
Design & Strategy Highlights
✔ Narrative Continuity – Messaging, tone, and visuals were aligned across both the video and website to create a seamless experience.
✔ Motion as an Entry Point – The video distilled complex ideas into an engaging, digestible story that encouraged further exploration.
✔ Web Experience as Reinforcement – The website expanded on video content with structured information, visuals, and clear navigation.
✔ Unified Visual Language – Color, typography, iconography, and imagery were consistent across motion and static environments.
✔ Intentional User Flow – Calls to action and page structure guided users naturally from video to web content.
✔ Accessibility & Clarity – Design choices prioritized readability, comprehension, and ease of use.
Select Deliverables
1️⃣ Promotional / Educational Video – Scripted, designed, and produced to communicate key messages clearly.
2️⃣ Website Design – Responsive layouts supporting and expanding video content.
3️⃣ Visual System – Shared typography, color palette, and graphic elements across both mediums.
4️⃣ Content Architecture – Structured messaging and page flow aligned with video narrative.
5️⃣ Final Production Assets – Web-ready files and optimized video exports.
2️⃣ Website Design – Responsive layouts supporting and expanding video content.
3️⃣ Visual System – Shared typography, color palette, and graphic elements across both mediums.
4️⃣ Content Architecture – Structured messaging and page flow aligned with video narrative.
5️⃣ Final Production Assets – Web-ready files and optimized video exports.
Project Summary
This project demonstrates a holistic approach to digital communication—using video and web together to transform complex information into a cohesive, engaging experience. By designing both elements as part of a single system, the result is clearer messaging, stronger engagement, and greater impact.
