CLIENT:
American Red Cross
The American Red Cross is a respected humanitarian organization that provides emergency assistance, disaster relief and education. Part of the international Red Cross/Red Cresent, 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.