A world leader in psychiatric care, The Menninger Clinic needed a creative way to share their distinct vision and capabilities with prospective patients and mental health professionals. The summary annual report and editorial publication also provides financial data, effectively doubling as a marketing tool for existing and potential donors.

We created a robust, editorial-style annual report designed to illustrate the dynamic nature of the human mind and Menninger’s efforts to better understand it. The illustration on the cover is an abstract representation of one of the ways that the clinic maps the mind to see the effectiveness of treatment.

The people who are served by the physicians and practitioners are a key aspect of the clinic and its success. For that reason, we photographed some of the personalities who embody Menninger’s mission, which resulted in several case studies that highlight the clinic’s success. The case studies we developed were then used in the report and were also available for future communication efforts.

Every aspect of the design is carefully considered, resulting in a cover-to-cover experience that embodies the core values of the client. The layout, color, typography, photography, and printing are all working together to create an editorial experience that is both formally pleasing and functionally proficient. In addition to being their annual report on giving which provided financial information, the book also doubled as a sales tool for the marketing team.