Full-Scale
Publications
Case Study:
Annual Reports
for Operation Homefront
Context (Inside the Jar)
Brand-driven publications are about embracing your uniqueness, sharing your impact, and showcasing your values in action. Strategic publications like Annual Reports have the power to transform how individuals and communities perceive and interact with your meaningful cause.
The stakes are high with an Annual Report, and organizations need the right creative leadership in place to transform this project from just another deliverable to a high-impact initiative that drives branding and impact.
This is why Operation Homefront came to me for more than a dozen Annual Reports: it is the single most important marketing asset they have.
Creative Approach
Year over year, I designed impactful Annual Reports by:
Beginning the process by aligning on a narrative theme and creative direction that would both celebrate and reflect a story of impact, growth, and transition.
Collaborating closely with internal teams to craft compelling messaging, visuals and mission-driven content that highlighted key accomplishments across the organization.
Intentionally structuring the report to reflect not just what the organization does, but how they did it—through collective impact, donor support, and operational excellence.
Placing significant focus on human-centered visual storytelling, showcasing families served and the communities who support them, all while maintaining the brand’s voice of optimism, honor, and resilience.
Designing each page with strategic use of the Operation Homefront visual identity and branding.
“Shelby has a deep understanding of the unique challenges nonprofits face – limited resources, lean in-house teams, and the need to align creative with input from boards, leadership, and multiple stakeholders. She brings structure, clarity, and creative leadership to this process.”
–Ryan Glenn, Director of Brand & Creative Services, Operation Homefront
“Shelby is never intimidated by challenges; instead, she embraces them, always focused on delivering the best results. She possesses a remarkable ability to see both the big picture and the intricate details necessary to bring a project to completion on time and within budget.”
–Katie Zeller, former Director of Brand & Creative Services, Operation Homefront
Impact
My structured process demystifies and empowers the creative process of building strategic, full-fledged publications, resulting in remarkable finished products. Read the full publications from 2024 and 2023.
Final reports are a powerful reflection of the work the Operation Homefront team and community does together, brought to life through thoughtful design and meaningful storytelling.
Annual Reports fortify the strength of the Operation Homefront brand through each impactful publication.
Reports serve as external communication and sales tools. create key opportunities to recognize and steward partners, and are a source of pride for all who contribute to the mission of serving military families – and military families themselves.
