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 first called on to design NMPF’s annual report in 2022. 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 we have since designed the 2023 and 2024 annual reports. We updated the color palette and typography, created patterns and icons, introduced more digestible treatments for content, and used photography in new ways. We also organized the annual report’s content into color-coded sections and used callout, quote, and content highlight treatments to help readers better navigate the information. The 2023 annual report used full-color and duotone photography to showcase the farmers' stories and to highlight NMPF's progress on Capitol Hill. The 2024 annual report uses section divider pages to highlight key advances made by NMPF over the year.
