The brief: Beyond an ordinary annual report, our client wanted a publication that would move and inspire readers to make a difference and contribute to NUS Our concept: To inspire action and cultivate a culture of giving, we asked ourselves, “What motivates individuals to donate to their alma mater?” The answer can be found in the NUS Giving logo: a seed. When donors make a contribution, they are planting a seed of hope with the potential to blossom into a garden of plenty. We expressed this insight in our design language throughout the report to bring the brand narrative to life.