The City of Toronto's Poverty Reduction Strategy is a 20-year initiative addressing housing stability, job quality, and food security through systemic change and community engagement. The Poverty Reduction Office (PRO) lacked a distinct brand identity, requiring a visual approach that aligned with its mission. Initial design concepts were seen as too vibrant, lacking the necessary gravitas. To address this, a strategic session with City staff helped refine project goals, leading to the development of a comprehensive visual identity and annual report designed for improved readability, accessibility, and community engagement.