This is the third time I’ve worked on this project and by far my favorite edition. As with the other Hazelden annuals, I had a lot of fun with the design and working with Hazelden writer Teri Ryan and production manager Dawn Carlson.

We became even more ambitious than usual and decided to do something we’d always talked about: feature not just real stories from the people of Hazelden, but also real portraits.

Above, the three portraits and their spreads. Below, the cover and inside front spread.

Coming up with original photography of people from all over the country can be quite a challenge, especially on a limited budget. And these weren’t simple head shots — we needed portraits suitable for the high-profile piece.

This year with a lot of planning, help from Teri, and a fair amount of luck, it all worked out. We wound up doing something different for each person. One of our subjects had an awesome portrait already available, taken by a photographer friend who was willing to donate her work. (Thank you, Rebecca McDonald of B Fresh Media!) We hired pro photog John Tracy out of Chicago to do a photo session with a school principal there. And I did a photo shoot with our last subject, a Twin Cities local.

It’s a more effective piece for it. Stock photography can be compelling and certainly has its uses. But for something as personal as telling the stories of Hazelden, I like this solution best.

2010 Saint Paul Area Council of Churches annual report

Initial annual report planning meetings with Saint Paul Area Council of Churches Development Director Kristi Anderson and Communications Coordinator Melanie Lund revealed that a new direction was needed. We knew we wanted to feature stories from the many programs to which the Council provides a home. We also admired non-profits who were able to streamline their annual report basics into a compact, user-friendly format, also suitable as a marketing piece.

What emerged was the idea to combine their regular newsletter Faith Works — always packed with stories — with a wraparound piece. I worked closely with the printer, Impressive Print, to keep printing and mailing costs low despite the many changes. The end result was a huge success, which did not cost the Council any more than typical. Our audience went out of their way to tell us they loved the new format, and the Council now has a great, succinct marketing tool they can use all year long.

Top, inside spread of the wraparound piece. Bottom left, front cover of annual report. At right, companion issue of Faith Works.

The economic news is quite alarming these days, but I can’t help but notice that layoffs sometimes benefit me. Because even though companies might be getting rid of employees, they still need to get certain projects done. I wish I could say this was a strategic move on my part, but it was just dumb luck.

I will own up to expanding my web repertoire as a strategic move. That was carefully calculated, and seems to be paying off.