CLIENT:
Global Justice Center
SERVICES:
Four years of annual reports document the evolution of gender equality NGO.
Global Justice Center (GJC) is an international human rights organization of lawyers and advocates using feminist and progressive interpretations of international law to advance gender equality worldwide, from reproductive rights and protection against gender-based violence to feminist advocacy inside multilateral institutions like the UN. Since 2021, Ayouni has designed GJC’s annual report each year, along with supporting social graphics, evolving the visual approach alongside the organization’s own growth, from the debut of a bold new strategic framework to a 15th anniversary to a more streamlined, modern era.
THE CHALLENGE:
Each year brought a different reason the report couldn’t just repeat what came before it. The 2021 report needed to introduce GJC’s newly developed strategic framework, a bolder, more intersectional “creative feminism,” while working almost entirely from remote-era documentation due to the pandemic. The 2022 report had to hold two conflicting truths at once: celebrating GJC’s 15th anniversary while responding to the overturning of Roe v. Wade, a devastating setback that could easily read as either falsely upbeat or discouraging if handled wrong, all while speaking to a more serious, donor-facing audience than the previous year’s design allowed for. By 2024, the challenge shifted again: after several years of increasingly bold, graphic-forward reports, GJC needed a cleaner, more minimal design that still felt like it belonged to the same organization.
OUR APPROACH:
Each report started from GJC’s existing brand colors and typography to preserve continuity, then flexed the visual system to match what that specific year demanded. The 2021 report introduced secondary colors to distinguish GJC’s three areas of advocacy and used a halftone treatment on the cover as a nod to the meaning behind GJC’s own logo, referencing the gender gap in global governing bodies.
The 2022 and 2023 reports pulled back into cleaner, more professional spreads suited for donor cultivation while still finding moments to acknowledge both the anniversary and the setbacks of the year.
In 2024, GJC moved toward a more modern, minimal design language, reflecting their more mature and grounded positioning in the field of global gender justice.
