Client
Leukaemia UK
Agency
Click Creative
What I did
Annual report design
Brand stewardship
Creative team
Mark Pentney – Designer
Sarah Pryer – Project Manager
Following a major rebrand, Leukaemia UK turned to us to produce their first flagship publication in their new brand style, a 92-page annual report. The guidelines were lean, and my role was to develop and enrich the visual language – introducing custom assets that captured the high-energy spirit of the charity's community while remaining faithful to the core brand. The launch was so well-received by stakeholders that it established the benchmark for the identity and secured a trusted partnership to design the report for subsequent years.
This project was undertaken while I was Head of Design at Click Creative.
Strategic brand stewardship: Working closely with client-side stakeholders, I respected the core framework of the rebrand while developing a richer visual vocabulary to unlock its full potential. I introduced bespoke icon libraries, custom illustrations, and dynamic infographics that remained faithful to the original brand work while adding a necessary depth and flexibility.
Capturing community energy: The layout needed to match the vibrant spirit of the Leukaemia UK community, which ranges from high-energy marathon fundraisers and community champions to high-profile campaigning and groundbreaking scientific research. I introduced creative assets that perfectly mirrored this real-world energy, transforming text-heavy pages into an engaging and human narrative.
Complex editorial at scale: Over the last 5 reports, I led the end-to-end creative direction, typesetting and grid systems for these comprehensive 92-page publications. I collaborated with senior project managers and external copywriters to ensure seamless navigation, flawless print production, and accessible digital delivery.
“The Annual Review is definitely our holy grail for how good the brand can look!” 
Comms Director at Leukaemia UK
For a job with so many stakeholders, it was wonderful to receive an across-the-board endorsement: “These look great! The philanthropy team is really happy too… and the feedback from the Board etc. has been fantastic.” 
Comms Director at Leukaemia UK
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