American Red Cross
The American Red Cross is a respected humanitarian organization that provides emergency assistance, disaster relief and education. It has over a century long history of helping people in need.
The American Red Cross approached Flat to effectively represent their response to 9/11. We based our approach on a standard used extensively in the for profit world – the annual report. The resultant website and printed publication was the first of its kind for the organization, and has since become a model for reporting on other large scale relief efforts.
We avoided depicting the drama of the event and the heroism of its participants.
Our focus was on quantifying the event and the subsequent relief effort to convey the magnitude and depth of the crisis. In this way the publication and the website convey the tragedy with unusual intimacy and clarity.
365: AIGA Annual Design Competition, 2006
Communication Arts Interactive Design Annual, 2007
STEP Best of the Web Annual, 2007
STEP Design 100 Annual, 2007