Agency: Neo
My role: Senior designer, project coordinator, and creative strategist working alongside strategic copywriter, lead designer, and production designer
Copyright: Neo Creative Limited

The challenge
There's a current sentiment among members that they might not be getting the full value for their membership due to unclear communication about the organisation's offerings. The recent increase in membership fees has led to some doubts among members about the overall worth of their investment. Another pressing challenge is the scarcity of volunteers, among pathologists, which is essential for the organisation's sustainability. It's becoming evident that there's a necessity to humanise the organisation's image and better articulate its mission and activities to foster a stronger connection with members, stakeholders, and potential members. This shift could significantly enhance engagement and support for the organisation's goals.

The solution
We created a digital annual report that engaged stakeholders and informed members of the membership benefits. By changing the format to a digital version of the report it made the report more widely accessible and easier to engage with. We showcased RCPath’s impact and work to improve the field of pathology through content mapping, wire-framming, and design concepts.

We designed the concept around the themes of connection and pathways. The theme is based on the relationship between pathologist and patient. It also highlights the relationship between the organisation and its members. The site focuses on the results of the benefits members have. While bringing in stories of members and patients to create authenticity and connection with the user.