National Milk Producers Federation
Helping Dairy Farmers Navigate Capitol Hill
Challenge
The National Milk Producers Federation is the voice of dairy farmers in Washington, DC. They advocate for farmers and farm cooperatives regarding public policy to protect economic well-being, animal welfare, fair labor standards, climate policy, labeling, and technology. Eighty2degrees was called on to design NMPF’s 2022 annual report. Previous annuals had been information-rich, but lackluster in design. NMPF needed to convey the organization’s message better and wanted to appeal to both swimmers (word-for-word readers) and skimmers (readers who scan for info). The report needed to portray NMPF as trustworthy, service-oriented, and professional.
Approach
We crafted a new brand toolkit initially implemented in the 2022 annual report. The new design was so well received that we were asked to apply the new branding to the organization’s other marketing materials such as fact sheets, PowerPoint templates, and pocket folders, and to craft the 2023 annual report. We updated the color palette and typography, created patterns and icons, introduced more digestible treatments for content, and used photography in new ways. We organized the annual report’s content into color-coded sections to help readers better navigate the information. Callout, quote, and content highlight treatments were added to break up the text and create more visual interest. We used full-color and duotone photography to showcase the farmers' stories and to highlight NMPF's progress on Capitol Hill.
