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Culture Perth & Kinross
The Campaign Brief
Culture Perth & Kinross, the charitable trust responsible for delivering and developing the region’s libraries, museums, galleries and archive services, wanted its first annual report to make a bold statement about its identity, ambitions and achievements.
Cunningly Good Group was commissioned to transform complex information and performance data into an engaging, visually striking publication that would bring the organisation’s brand to life.
Our challenge was to create an annual report that would stand out from traditional public sector publications, communicate the organisation’s achievements in plain English and use compelling photography, design and human stories to engage staff, service users, funders and other stakeholders.
Cunningly Good Group’s Approach
We knew that an annual report could be much more than a statutory requirement. Done well, it could become a powerful marketing tool, showcasing the value of Culture Perth & Kinross’s services and reinforcing its vision as a modern, ambitious and creative cultural organisation.
Our approach combined clever copywriting, bold graphic design, engaging photography and imaginative infographics to turn thousands of words and complex data into an accessible, people-centred story.
We used photographs of real people enjoying cultural services, alongside creative illustrations and eye-catching graphics, to bring the organisation’s achievements to life.
Key successes, including a 10% increase in museum and gallery visitors and an almost 5% rise in visitors to the AK Bell Library, its first increase in usage in over five years, were presented in an engaging, easy-to-digest format.
The result was A Year in Numbers, a vibrant publication that reflected the organisation’s personality while communicating its performance and impact with clarity and confidence.
The Cunningly Good Results
Working within a modest £2,700 design and print budget, we delivered a high-quality annual report that achieved its communications objectives and became a valuable promotional asset for Culture Perth & Kinross. Key outcomes included:
- 500 professionally designed and printed annual reports, alongside a downloadable digital edition.
- Positive stakeholder feedback praising the publication’s high-quality design, clear language and engaging format.
- Positive media coverage following the report’s launch, with several articles drawing on stories and information contained in the report beyond the accompanying press release.
- Widespread use of the report in funding pitches and council discussions, helping demonstrate the organisation’s value and impact.
Crucially, the report achieved more than simply presenting annual performance figures. It gave Culture Perth & Kinross a compelling way to tell its story, communicate its achievements and strengthen its profile among key stakeholders.
