Services employed
Brand
North West Air Ambulance – Impact report
North West Air Ambulance (NWAA) Charity is a Helicopter Emergency Medical Service (HEMS) providing critical pre-hospital care across the North West of England. Covering 5,500 square miles and more than eight million people, the charity operates seven days a week with three helicopters, two airbases and four critical care cars, alongside charity shops across the region.
NWAA needs to generate £18 million each year to remain operational through charity shop purchases, donations and partner funding. Communicating the charity’s positive impact and the importance of its work is a vital part of securing that support.
Brief & objectives
Having worked with NWAA on projects and campaigns for a number of years, the charity approached us in early 2025 to design its impact report. The brief was to show supporters the difference they had made over the previous 12 months across 2024 and 2025, highlighting the charity’s crucial work, its journey and its plans for the future.
Our longstanding partnership had already established a distinctive creative style through previous annual and impact reports. Building on this approach, our charity impact report design needed to communicate NWAA’s achievements clearly and accessibly, while maintaining the sensitivity and seriousness appropriate to its work.
Our Creative Approach
The challenge was to balance celebrating the charity’s achievements, communicating key statistics and sharing powerful stories with reinforcing the importance of continued public support and funding. The report’s visual style developed from NWAA’s wider branding.
Working with the information supplied, we used engaging infographics, iconography and illustration-led pages to make complex information easier to understand and communicate the scale of the charity’s achievements. Carefully considered, consistent layouts gave the report a cohesive feel while allowing each individual’s story to take centre stage.
The final impact report was produced in digital flipbook and printed formats, allowing NWAA to share it widely with supporters and key funders.