what we've done.
AFTER A CENTURY IT SEEMED LIKE TIME FOR AN ONLINE ANNUAL REPORT.
Like the tree in its logo, Wood’s Homes has grown significantly in scope, scale and reputation over a hundred years. Their humble, down-to-earth demeanor often belies the complexity and progressive nature of the work they do, so it was time to take their annual report online and position Wood’s Homes as a leader not just today, but for years to come.
To evoke the growth and potential evident in this year’s annual report, we used the metaphor of a tree to tell the story of Wood’s Homes’ past, present and, most importantly, future. Inspired by the Wood’s Homes logo, the site was framed around a bright, beautifully illustrated tree with small animations to capture Wood’s Homes’ focus on children and their families, and bring the report to life.
The report begins at Wood’s Homes’ core values appropriately placed at the roots of the tree and takes users up the trunk, through its branches and into the sky as they read the content. This means that unlike most websites, users scroll up rather than down, and the background changes from sunset to sunrise to reflect the passing of time and the beginning of a new chapter of Wood’s Homes—the next 100 years.