When the YMCA first approached us with an idea to create a digital annual report, we knew we were in for a challenge. For non-profits, budgets aren't always readily available. And with only a month from conception to completion—including a week of margin for board approval before their AGM—the concept had to be both straightforward and meaningful.

Our idea was to bring a traditional print piece to the web in a way that highlights the YMCA's story. In the midst of facts and figures of the annual report, we wanted to bring a real YMCA story to life. Moving to the web made this once-a-year piece more widely accessible (and eliminated print waste), and using a narrative helped make it meaningful.

One of our challenges was to come up with a single, unifying idea that demonstrates the extensive work of the organization. To do this, we took our clients through a story discovery process.

Story discovery looks for a unifying purpose—or heart—by sifting through the organization's priorities. With only a short window, we sat down face to face and discussed the YMCA's strategic goals. We dug into why they do what they do, what their...