Established in 1970, WWF-Pakistan is a branch of the global World Wildlife Fund network. It operates 30 offices and field sites across the country.
WWF-Pakistan’s 2024 annual report is defined, surprisingly, not by photographs of animals and spaces, but by colour. The report’s designer Muhammad Ahsan Tariq opts for a warm, rich colour palette paired with a cool yellow.
Tariq’s colour palette is mostly composed of a saffron-yellow, an orange-red, and a dark green. He uses a pale, cool yellow for backgrounds and fills and it complements the main colours in the palette well. In addition, he pairs half-tones of the palette with full-tones, adapting the colours to charts and toned images to add variety.
In addition to this warm use of colour, which pulls the reader in, the report also benefits from some lovely wildlife and landscape images (taken by WWF staff) and a heavy serif for titles that works well in colour. This is a simple, visually effective report.
