CASE STUDY: To develop RWAV’s annual report for 2015-2016, including research, content writing, design and print coordination.

Ellis Jones  •  Monday February 20, 2017
Design  •  Health & Ageing


Rural Workforce Agency Victoria (RWAV) works to improve access and sustainability of healthcare services across Victoria. As a non-profit, government funded organisation, RWAV develops and delivers health workforce solutions in rural, regional and Aboriginal communities, improving service delivery and health access and for approximately 2.3 million people.

Ellis Jones first worked with RWAV in 2015, providing website design and development services across the RWAV website, the RWAV-owned Health Workforce Assessment Victoria (HWAV) website and the RWAV-owned General Practice Training Victoria (GPTV) website, as well as developing eNews templates. More detail on previous projects can be found here.

In late 2016, RWAV approached Ellis Jones for content development and design services to deliver the 2015-2016 RWAV Annual Report.


RWAV introduced a new strategic plan at the end of 2015 and, as such, the 2015-16 financial year was focused on planning and preparation for the organisation to deliver on its strategic goals. With new pilot programs, new funding streams, an expanding scope of services and ongoing community consultations, RWAV needed to capture the last year of activity in a concise and vibrant annual report.

Ellis Jones was engaged for copywriting and design services, to develop, print and deliver the annual report in time for RWAV’s Annual General Meeting. The report needed to reflect RWAV both culturally, and as an organisation, whilst being future-focused, highly engaging, and delivered to tight deadlines.


Project design included the gathering of content and insights from across the organisation. This began with a contextual review and four stakeholder interviews which sought compelling narratives from program leads and identified key content areas in an evidence-based approach.

Following this initial research, Ellis Jones consultants structured the content to reflect RWAV’s strategic imperatives, and engaged RWAV in reviewing the document structure before beginning the copywriting process.

In close consultation with the organisation over three rounds of feedback,  the report was written in alignment with RWAV’s tone and with particular attention to accuracy and concision of information.

Concurrently, EJ’s Design Studio created a visual identity for the document that was informed by the core RWAV brand, but also moved it forward to reflect the progress and growth of the organisation. The Design Studio altered the format to a custom proportion, in order to differentiate it from other A4 or A5 documents on recipients’ desks. A palette of vibrant colours was defined to act as the principal wayfinding system for the document. Colour was supported by clear and accessible typography, and large, impactful images. Contrasting, tactile paper stocks were combined in order to highlight key content, and take advantage of the opportunities presented by a physical encounter with the document.


The final report positioned RWAV for their next year of activity with copy broken down into small, relevant subsections, a tone that reflected the organisation overall, and an uplifting focus on RWAV’s future direction. Ellis Jones’ restructuring of the report in line with RWAV’s strategic goals highlighted a clear path forward for the next year of activity, as well as highlighting the success of the previous year of activity in line with organisational goals.

The report was received positively at the Annual General Meeting and serves as a testament to RWAV’s value and impact in the healthcare sector.

You can view the final report online here.