Annual reports are important. They document progress, highlight accomplishments, and provide a record of an organization's work. But let's be honest, they're not always the most exciting things to read.

When I joined the International African American Museum as Chief Marketing Officer in October 2024, development of the museum's 2023–2024 annual report was already well underway. As I reviewed the growing publication, I noticed something: with the amount of content being assembled, we had an opportunity to create something beyond a traditional annual report. Rather than simply organize the existing material into a lengthy report, I restructured the publication, established a new creative direction, and transformed it into an annual magazine: IAAM Yearbook.

What began as an institutional reporting project became an opportunity to tell the museum's story through a more engaging editorial experience.

From Reimagining to Building

For the 2025 edition, I had the opportunity to take the concept further. This time, I wasn't stepping into a publication already in development.

I was building it from scratch.

I developed the editorial concept and structure, established the visual direction, organized the content, and designed the magazine from cover to cover. From story development and photography selection to typography, page layouts, and final production, I was responsible for bringing the publication together.

I also contributed original writing and photography, incorporating work from colleagues and other contributors throughout the museum.

The challenge wasn't simply designing a magazine. It was determining how to bring an entire year's worth of institutional milestones, exhibitions, programs, and community experiences into one cohesive publication.

And making sure it was something people might actually want to read.

More Than Numbers

The IAAM 2024-2025 Yearbook documented a significant year for IAAM, including exhibitions, community celebrations, the museum's second anniversary programming, and the people whose contributions helped shape its story. Throughout the publication, I balanced institutional reporting with editorial storytelling, using photography, design, and narrative to give readers a fuller picture of the museum's work.

The goal was to create something that felt less like a required annual recap and more like a publication someone would pick up, explore, and revisit.

Two Editions. Two Different Challenges.

The 2023–2024 IAAM Yearbook publication required recognizing an opportunity within an existing project and reshaping its direction.

The 2024-2025 IAAM Yearbook edition required developing an entirely new publication, from the first editorial decisions through the final design.

Both demanded different approaches to creative leadership, problem-solving, and execution. Together, they established a new way for IAAM to document and share its institutional story with the world.

The Finished Product

For me, this project brought together several parts of my professional and creative background: marketing strategy, editorial development, writing, photography, and graphic design. And while my role as Chief Marketing Officer often involves leading strategy and guiding creative teams, the 2024-2025 edition gave me the opportunity to get back into the design work myself.

Sometimes, I still like being the person behind the keyboard making the thing, well thing.

Project Details

Organization: International African American Museum
Project: Annual Magazine Development
Publications: 2023–2024 Annual Report & Yearbook; 2025 Yearbook
Role: Editorial Strategy, Creative Direction & Design
2025 Edition: Concept Development, Editorial Leadership, Writing, Photography & Full Publication Design
Disciplines: Editorial Design, Publication Development, Creative Direction, Institutional Storytelling

Featured Publication: IAAM 2025 Yearbook