When The Cradle approached Rule29 for their 2011 annual report, they wanted to emphasize their dedication to ethical adoption and their core, fundamental belief that children always come first. Through a warm color palette and playful type, we did our best to convey the fact that The Cradle stands apart as a place of comfort, hope, advocacy, and trust. We relied heavily on meaningful imagery to demonstrate the successes of the agency and to tell the innumerable stories of people who have benefited from The Cradle’s commitment to children and parents.