Annual Report
Coast Shelter
The Brief
Community-focused reporting
Coast Shelter delivers specialist homelessness and support services across the NSW Central Coast. The charity engaged Wills to refresh its annual report, with the goal of moving away from a corporate tone toward a more community-focused and accessible approach. Coast Shelter also sought to establish a cohesive visual and editorial style that could be consistently applied to future reports.
The Challenge
Compassionate visual identity
Coast Shelter’s core mission—providing shelter and support to people experiencing homelessness—addresses a complex and sensitive social issue that requires thoughtful and respectful visual representation. In response, Wills needed to develop a broader brand palette that authentically reflected the organisation’s grassroots community work, placing compassion, dignity, and humanity at the forefront.
The Solution
Human-centred visual system
Wills used large double-page photography of the Central Coast for key messages and statistical spreads, with dedicated Coast Shelter imagery featured at smaller scales throughout. Photography was complemented by a new suite of hand-drawn icons and handwritten pull quotes, adding a human dimension to the visual palette. A secondary brand colour was introduced as a feature colour for that year’s report, alongside the primary brand colours.
