The San Diego Air & Space Museum’s annual report needed to do more than communicate financial performance—it needed to inspire belief. This project reimagined the annual report as a brand storytelling artifact, one that captures the wonder of aviation and space while reinforcing the museum’s mission, momentum, and impact. The Audience: The annual report was designed for donors, board members, and institutional partners—an audience invested in stewardship, impact, and long-term vision. They expect clarity, credibility, and reassurance that the museum is financially sound, culturally relevant, and inspiring future generations through aviation and space. They Want To See: ✦ Stewardship: Funds are managed responsibly ✦ Momentum: The museum is growing, relevant, and future-focused ✦ Impact: Education, preservation, and inspiration are working ✦ Credibility: The institution is worthy of continued investment ✦ Pride: Something they feel good being associated with, a sense of national or cultural significance. ✦ Respect: For history and legacy ✦ Excitement: About innovation, exploration, and the future The Result: An elevated, visually driven experience that transformed The San Diego Air & Space Museum institution into something aspirational, emotional, and worthy of the museum’s legacy.