The client wanted to balance data with a human feel. I collaborated with another Designer to build a distinctive identity with enough flexibility to evolve over time. I designed the ‘wave form’ graphic, now the distinctive element of the brand, to evoke a sense of acceleration, momentum and collectiveness and help to tie different elements of the brand together. For imagery, we wanted to reflect the people at the heart of the data by building a collection of on the ground, point of view shots, showcasing people in their daily lives. We also set up a data visualisation style that was capable of communicating complex data in a clear and engaging format.