WHO
Goodesign’s founders, Kathryn Hammill and Diane Shaw, met as students at Parson’s School of Design. After graduation, both went on to work for other firms—Hammill worked at Matsumoto Inc. in New York, and Shaw worked at M&Co. and Number 17. The two joined forces in 2001 and started Goodesign. They have worked for clients including American Federation of Arts, Bronx Museum of the Arts, Robin Hood Foundation, and the Wildlife Conservation Society.

They are currently working on a project for Endeavor, a nonprofit organization that promotes entrepreneurship in developing countries. The global office is based in New York, but the organization also has local offices in several countries that work directly with entrepreneurs.

WHAT
Goodesign’s first project for Endeavor was the company’s 2002 annual report. Shaw says, “They saw work we had done for another nonprofit client, Robin Hood, and were attracted to the bold style.”

“Like most nonprofits they wanted to stand apart from other organizations, prove that they are making a difference, but most importantly, raise money,” Hammill notes. “So the first annual report we did was a big change for them based on previous years.” Since then, Endeavor has grown significantly and the designers are now working on their third annual report for the company. “Last year we solidified Endeavor’s identity system and established basic branding guidelines to unify all of the offices around the world—before, each office was designing materials independently from one another,” Shaw explains. “They received a lot of positive feedback on last year’s report, so they wanted to continue building on the identity.”

Hammill adds, “That annual report was significant for them as a company. It really defined who they are, what they do, and what they have planned for the future. We realized we needed to keep moving forward, building their global identity.”

(TOP) Introduction and section opener of 2004–2005 Endeavor annual report (PictureQuest Images, 22829993, 22166171, 2216178)