Tiny Superheroes
KAL partnered with TinySuperHeroes to design the 2025 Impact Report as both a bold year in review and a practical communication tool. The goal was to create a report that donors could scan quickly for proof of progress, while families, clinicians, and partners could read more deeply for meaning and context.
From the beginning, we moved away from the conventions of a standard annual report. Rather than listing activity, the focus was on translating TinySuperHeroes’ mission into a clear narrative that reflects how the organization shows up in the real world, helping children move from fear to identity, and from isolation of their diagnosis to belonging.
Our process began with narrative architecture. Before design, we defined a story structure that would guide the entire report. The framework focused on four ideas: who TinySuperHeroes serves, the environment they operate in, how their model works, and what change that model creates in real settings. This structure allowed the report to work for multiple audiences at once. Donors need clarity and accountability. Hospital partners need to understand program value and fit. Families need to feel represented.
Each section was designed to support these needs while reinforcing a single message. Courage is not just a theme. It is a measurable intervention that changes how care is experienced.
Visually, we designed this report to feel optimistic and strong while maintaining a childlike element that embodies the brand. The design language uses bold color and expressive graphic elements to reflect the energy of TinySuperHeroes, balanced by a disciplined grid and clear typographic hierarchy to keep the content readable and credible. This balance allows the report to feel human while maintaining trust with institutional audiences. The visual system is functional, guiding the reader to what matters and helping complex information feel approachable.
Illustration and iconography were treated as working elements of the communication system. They help establish rhythm and reinforce key ideas across different sections of the report. This creates consistency as the content shifts between letters, program explanation, metrics, and stories. The visual language holds the report together so it reads as one cohesive experience.
Data visualization played a central role in communicating impact. Metrics were designed as narrative anchors. Key numbers were given clear hierarchy and space so scale and momentum are easy to understand. Just as important, the design avoids visual noise. Spacing and modular layout help the data feel credible and digestible. This approach makes impact feel cumulative and sustained, not isolated to a single moment in time.
Photography and styling were approached as part of the storytelling strategy. Because TinySuperHeroes works in real clinical and family environments, the imagery needed to feel authentic. We prioritized moments that show presence and participation, such as children in motion, caregivers engaged, and staff supporting activation. To maintain consistency across varied photo sources, we established framing and composition rules that unify the report visually.
A key design challenge was balancing emotion with evidence. The work of TinySuperHeroes is deeply human, but the report needed to show clear cause and effect. The content was structured to demonstrate how the organization’s activation model changes a child’s experience of care and how those changes lead to tangible benefits for families and hospital teams. This framing connects empathy with outcomes and reinforces that emotional impact supports better care.
The closing section brings the story back to a simple idea. TinySuperHeroes is not just delivering programs. It is changing how care is experienced and how children see themselves in medical settings. The report ends with clarity and direction, reinforcing the mission while inviting readers to be part of what comes next.
