Alchemy, radical (re)imagination and affirmations provided a rich and magical tapestry for storytelling for a transformative year of JASS.

Making of JASS Annual Report 2022

In 2022, our design studio collaborated with JASS (Just Associates) to produce their Annual Report, a comprehensive document that reflects the essence and dynamism of feminist movements. Our contributions included layout design, illustrations, as well as defining the look, feel, and tone of the report. The visual and thematic inspiration for this project was drawn from the concept of alchemy, symbolizing the transformative power of feminist activism.

The theme of ‘Alchemy’ provided a rich tapestry for our visual storytelling. Alchemy, with its transformative processes of turning base materials into gold, served as a metaphor for the powerful change that feminist movements strive to achieve.

By using alchemy as an overarching theme, we have created a compelling narrative that underscores the transformative power of feminist movements.

Our illustrations depicted various alchemical symbols and processes, such as the transformation of elements, to represent the ongoing evolution and empowerment within feminist movements.  Each illustration was designed to evoke a sense of magic and transformation, aligning with the radical imagination that JASS believes in.

The visual storytelling employed in the Annual Report has significantly enhanced its aesthetic appeal and deepened the emotional connection with its readers. By using alchemy as a metaphor, we have created a compelling narrative that underscores the transformative power of feminist movements. The feedback from the JASS community and external stakeholders has been overwhelmingly positive, highlighting the effectiveness of the visual metaphors in conveying the report’s core messages.

Our collaboration with JASS stands as a testament to the impact of thoughtful design in amplifying important social messages. Through our illustrations and design, we hope to have contributed to the ongoing dialogue and support for feminist movements worldwide. The report has served as a powerful tool for advocacy and awareness, helping to mobilize resources and support for JASS’s initiatives.

The art direction focused on creating a visually cohesive and engaging report. Bold, transformative visuals were paired with clear, accessible text layouts to ensure that the report was both informative and captivating. We used a mix of vibrant colors and intricate patterns inspired by alchemical symbols to create a sense of depth and richness. The layout was designed to flow naturally, guiding the reader through the report’s various sections with ease.

We employed a grid system to maintain consistency and balance across pages, allowing for a harmonious integration of text and visuals. This approach ensured that each page was visually appealing and contributed to the overall narrative of transformation and empowerment.

The tone of the report is both inspirational and reflective, mirroring the spirit of JASS’s work. Visually, we combined the mystique and symbolism of alchemy with the vibrant energy of feminist activism.

The color palette featured a mix of golds, deep blues, and purples to evoke a sense of mystery and transformation, while brighter accents highlighted key points and achievements. Typography was chosen to be elegant yet bold, enhancing readability while maintaining the alchemical theme.

This project allowed us to explore and to merge poetry, magic, powerful metaphors with design to tell impactful stories. We are proud to have played a part in bringing JASS’s vision to life and supporting their mission through creative expression. The Annual Report not only showcases the achievements and challenges of the past year but also sets a visually inspiring tone for the future, encouraging continued activism and solidarity within the feminist movement.