MEDIA RELEASE – April, 2014
An ode to love: Frost* creates innovative annual report & art project for OzHarvest
Frost* has designed an annual report for food rescue charity OzHarvest, with a big heart.
The innovative document, a realisation of the concept ‘counting on love’, puts the great depth of commitment shown by the ‘heroes’ who donate food, time or money to the not-for-profit organisation, at the heart of the report.
The 2013 annual report features a ‘Book of Hearts’, an insert showcasing art works and testimonials from key supporters and ambassadors, including chefs Maggie Beer, Matt Moran and Frank Camorra, as well as hotelier Justin Hemmes, alongside those of OzHarvest personnel and volunteers. The art project, which uses the ‘love-heart’ motif to visually represent what the mission of the charity means to each of the creators, aims to highlight the work of the ‘heroes’ behind the organisation, upon which OzHarvest depends.
Each contributor to the project was invited to ‘share their heart’ about their own involvement with the charity. As a graphic element, these thoughts are used as pull quotes to contextualise the individual artworks and bring to life the great commitment shown by the army of supporters who contribute significantly to OzHarvest.
This work follows on from the multi award-winning 2012 report created by Sydney-based agency Frost* last year, for whom OzHarvest is a pro bono client.
‘Our annual report is a key marketing and communications tool for our organisation ,’ said OzHarvest founder and CEO, Ronni Kahn. ‘It is used to engage those who may not be aware of what we do and as a tool to thank and recognise those who support us .
The report Frost* designed for us in 2012 was really well received, so extremely high expectations were set. They’ve developed an idea that showcases our ‘heroes’ and their hearts of gold.’
This heart project will be used to attract global support as OzHarvest is an official partner of the United Nations Environment Program (UNEP), and also to highlight their work addressing the issues of food waste, food sustainability and food security.
The main body of the report draws upon the bold, graphic identity and look and feel that Frost* developed for OzHarvest in 2012. The 36 page document is printed on bright yellow stock and heavily features pull quotes, bold typography and facts and figures represented as info-graphics for easy digestion, all rendered in the brand font ‘Frankfurter’.
Vince Frost, founder and Executive Creative Director of Frost*, says this project represented a unique creative opportunity, to challenge the idea of what an annual report can be.
‘Annual reports are usually about money. But this one is about joy, dignity, connection and a sense of love and care felt by the people behind OzHarvest, which is impossible to monetise’.
As well as creating OzHarvest’s brand and identity, Frost* has been involved in numerous other projects with the charity, including Feeding the 5000 in Sydney’s Martin Place and annual fundraising event, the CEO CookOff. The 2012 OzHarvest annual report was recognised by D&AD, the Art Directors Club (ADC), Applied Arts Magazine, the Create Design Awards and Graphis, amongst others.
OzHarvest is a non-for-profit charity that rescues excess food that would otherwise be discarded. This excess food is distributed to charities supporting the vulnerable in Sydney, Melbourne, Newcastle, Adelaide and Brisbane. Australia wide OzHarvest delivers over 440,000 meals per month with a fleet of 21 vans. This equates to 168 tonnes each month.
Creative Agency: Frost*
Executive Creative Director: Vince Frost
Creative Director: Ant Donovan
Designer: Graziela Machado
Head of Brand: Rennae Long
Account Manager: Jarred Katzenberg
The OzHarvest 2013 Annual Report and Book of Thanks can be downloaded here.
For all Frost* media enquiries, please contact Claire Robinson, Communications Manager, on
t: 0419 422 882 / e: [email protected]
OzHarvest media enquiries, please contact Louise Tran, Communications Manager, on t: 02 9516 3877
m: 0466 620 744 e: [email protected]
Founded in London in 1994 and now based in Sydney, Frost* is an independent creative agency collaborating with clients around the globe in disciplines as diverse as strategy, design, branding, advertising, environmental graphics and digital. Vince Frost, Founder, Creative Director and CEO, is one of the most influential and awarded designers of our time. The Frost* team design everything from postage stamps to the built environment and their client base includes leading Australian brands like Qantas and major international clients such as Woolworths South Africa.
Inspiring Ideas to Life® is the driving passion for Vince Frost and his prolific studio. Design is being increasingly recognised for its power to transform businesses and create successful outcomes across society. Vince shares key motivations and considerations in harvesting the potential of design, to both clients and the wider creative community.