Pierce Transit
Annual Report
Pierce Transit’s annual report contained critical operational data, but lacked a cohesive narrative to make the information meaningful or accessible to its audience.
As Lead Designer, I restructured the report to connect data with human impact, turning a collection of metrics into a compelling, story-driven communication tool.
Client
Pierce Transit
Role
Lead Designer
Services
Led visual direction, narrative structure, and design execution.
The Challenge
Large volume of disconnected data and initiatives
Limited narrative structure to guide readers
Risk of low engagement from public audiences and stakeholders
Needed to communicate both performance and purpose clearly
The Approach
I shifted the report from a data-first document to a story-driven experience, emphasizing the people behind the numbers.
To achieve this, I:
Reframed content around human impact and community outcomes
Directed photography and imagery to highlight real riders and employees
Designed a clear narrative structure, connecting each section to a defined value statement
Introduced headline-driven storytelling, improving scanability and comprehension
Developed a cohesive visual system to unify diverse content across pages
Collaborated on copywriting to align messaging with strategic goals
The Results
Improved readability and engagement, making complex information easier to understand and navigate
Increased usability as a communication tool, with outreach teams actively using the report in presentations and community engagement
Strengthened perception of organizational clarity and intentionality among stakeholders
Created a repeatable design framework for future reports and communications
Elevated the report from a static document to a strategic storytelling asset
