TFI’s 2025 Annual Report

An annual report is more than a recap, it’s a chance to shape how an organization tells its story. For TFI’s 2025 Annual Report, I led client-side creative direction and project oversight, working closely with The Lukens Company to develop the visual direction and bring the report to life.

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Successes

Helped shape a clear narrative arc for the report so it read as a story rather than a collection of updates.
Maintained consistency with TFI’s broader brand while still allowing the report to feel distinct and polished.
Managed collaboration between internal stakeholders and the agency to keep the project moving on schedule.

Lessons

Annual reports benefit from early decisions about tone and hierarchy. What matters most should drive the design structure from the start.
A shared, visible vision and timeline for a project is essential for internal trust and contributor clarity.
Earlier coordination with content contributors and key stakeholders could reduce late-stage revisions and simplify production.

TFI’s 2025 Annual Report

Helped shape a clear narrative arc for the report so it read as a story rather than a collection of updates.

Maintained consistency with TFI’s broader brand while still allowing the report to feel distinct and polished.

Managed collaboration between internal stakeholders and the agency to keep the project moving on schedule.

Annual reports benefit from early decisions about tone and hierarchy. What matters most should drive the design structure from the start.

A shared, visible vision and timeline for a project is essential for internal trust and contributor clarity.

Earlier coordination with content contributors and key stakeholders could reduce late-stage revisions and simplify production.

2026 Sustainability Report