Simplifying complex data into clear graphics

Data is big these days and transforming complicated statistics into something accessible and thought-provoking is something of a nim speciality. Sometimes we call these infographics and here are a few we made earlier.

Girls Not Brides

The information provided to us for GNB’s 5-year progress report was detailed and extensive. To ensure we could communicate these important statistics with clarity and effect we transformed the figures into graphs, illustrations and graphics. In addition, we used a variety of font sizes and spacing to ensure the report looked inviting and read well; readers can easily scan the pages to gather the most important information first, and then read further if they wish to.

Malaria Consortium

Malaria Consortium approached us to help them communicate some of the complicated information they needed to convey in a policy document.

We placed powerful statistics in striking infographics alongside clear illustrations to give impact to the information. The results are simple to understand and pack a punch in a way which could never be achieved by simple text or pictures.

The client briefed us to produce infographics to add impact to an existing policy document. This presented some unique challenges:

  • The infographic designs needed to blend and merge well with the rest of the policy document and conform to existing guidelines.
  • At the same time, they needed to be strong enough to work as stand alone designs – outside of the main document – and to be scalable for other platforms.
  • The information supplied was complex, detailed and academic.
  • We analysed the data sets to develop a visual response that would bring the story to life.
  • We gave consideration to how much time audiences had to consume the infographic.
  • We ensured the infographic had integrity, meaning, was sharable and was on-brand.
  • Malaria Consortium’s story was told more effectively as a result of our infographics
  • The infographics were used by the client across multiple platforms.
  • Positive feedback from readers suggested that the infographics had helped them better understand the complex messaging.


When we were asked to design a well-being booklet to promote healthy lifestyle options for staff at the Royal Masonic Benevolent Institution (RMBI) we were careful to avoid delivering a prescriptive list of how to live.

Instead we chose to use strong and colourful illustrations as well as simple to read infographics to communicate tips and ideas around positive opportunities for change. The result was a booklet which is fun and interesting to read and that delivers content in a non-condescending way.


The Annual Review was designed both as a print publication and interactive microsite, using the brand assets to ensure a consistent look and feel. We designed both static (print) and interactive (microsite) infographics using the leaf motif to highlight key achievements and make the financials more accessible and engaging.

Lemon Tree Trust

The work of the Lemon Tree Trust is innovative and unusual. Communicating its key concepts and processes such as greening innovation and urban agriculture to the first ever World Humanitarian Summit in Turkey would be a challenge. We created an over-arching infographic for their report which clearly set out their underlying proposition. This simple format laid out the advantages of their approach and set the scene for the detail contained in the rest of the report.

Article 19

Defending freedom of expression and information worldwide is quite an abstract concept to visualise. We chose to use a map infographic to highlight the areas of training delivered by Article 19 worldwide which gave readers a pictorial overview of the organisation’s key areas of work and the geographic regions where it happens.

Plan International – Day of the African child

These powerful infographics tell the story of how far children have to travel to find safe sources of water in East and West Africa, compared to children in OECD member countries and the UK in particular. From the raw data we developed the story and created striking infographics that instantly highlight the differences.

Plan International – Youth Advocacy Toolkit

Plan International required a robust toolkit to help children and young people advocate for a better education for themselves. We illustrated the step by step approach with youthful and engaging graphics and limited text. This document was about delivering strong messages and we lead by example, using infographics to create a genuinely useful document which was presented at an international summit in Washington attended by the then UN General Secretary Ban Ki-moon.