The Lien Foundation Annual Report 2016-2017 by Couple

This project has been selected in the Design – Print category in The Annual 2019, CR’s award scheme celebrating the best in commercial creativity

Annual Reports aren’t the most expected channel for creativity, but Singapore-based charity Lien Foundation wanted to create one that reflected what it calls its ‘radical’ approach to philanthropy. Lien Foundation’s 2016-2017 results are published in a printed book called George’s Anatomy, designed by agency Couple.

The title is a play on the classic textbook Grey’s Anatomy; George happens to be the name of the company’s founder. The cover features a profile portrait of a man, and comes with a neon acrylic slipcase that when removed reveals the man’s brain. “The act of sliding the report out from the casing performs a lobotomy,” the agency explains.

“The endpaper is a glow-in-the-dark illustration of human skin seen under the microscope, while an exposed spine draws attention to the book’s anatomy itself.”

The pages are covered in illustrations done in the style of school biology textbooks: bodily functions, the cycle of growth, and the aging of the human body all become metaphors within the book and are used to illustrate Lien Foundation’s work across early childhood, eldercare, water sanitation, and end-of-life care.

Agency: Couple. Creative Directors: Zann Wan, Kelvin Lok. Writer: Yang Hui Wen. Illustrators: Rachele Ho, Tiffany Tan, Christopher Chai. Designer: Zann Wan. Production: Allegro Print Pte Ltd. Client: Lien Foundation – Lee Poh Wah, Yang Hui Wen.