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Evolving a crucial tool for advancing the wellbeing of kids across all 50 states
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Client Type




Services Provided

  • Branding
  • Data Design
  • Layout
  • Photography selection
  • Print production
  • Report Design
  • Social media assets

Project Team

Creative Director

Supporting Designer

Supporting Designer

The Annie E. Casey Foundation (AECF) is a national, private philanthropy that is devoted to developing a brighter future for millions of children and young people with respect to their educational, economic, social and health outcomes. AECF’s work focuses on advancing research and solutions in order to strengthen families, build stronger communities and secure access to opportunity. By making grants that help federal agencies, states, counties, cities and neighborhoods, AECF works to create more innovative, cost-effective responses to challenges facing children and young people.

What the Client Needed

  • A refreshed design of the KIDS COUNT Data Book, for both print and digital.
  • 52 state profiles (all 50 states plus Washington, DC and Puerto Rico) detailing two-pages of data for each state, for both print and digital. Each profile needed to be in English and Spanish.
  • Social media shares of the data book graphics, in English and Spanish.

What We Did

  • Developed three distinct visual design concept directions for the book.
  • Internally organized the data and developed a streamlined method of importing the information correctly into the design file (this minimized typos and errors).
  • Carefully sourced and curated inclusive photography that increased representation and built equity through imagery within the data book.
  • Designed the data book and state profiles with three rounds of revisions. Social media graphics were created afterwards.
  • Ensured the data book and state profiles were printed and shipped in time for the final deadline.
“Brevity & Wit brought more intentionally and nuance to our work. We went from just thinking about balancing [people of different races] in our photos to expanding our conversation to actively discussing LGBTQ+ representation, disability, gender, and even colorism. It’s turned the annual KIDS COUNT Data Book into a more beautiful and engaging book.”

John Hodgins, Associate Director, Strategic Communications

Every year, AECF releases its KIDS COUNT Data Book, which ranks the states according to whether they’re doing right by their kids in areas such as education, health, economic well being, and community. This report includes pre-pandemic figures as well as more recent statistics, and shares the latest information of its kind available.

In addition to the data book, more than 50 state profiles detailing two-pages of data for each state needed to be designed in both English and Spanish. Each profile highlights the rankings and performances on child well-being across all 50 states, the District of Columbia, and Puerto Rico.