The simplicity of data presentation, in order to be actionable set this identity apart from the crowd.

What we did

  • Brand identity
  • Data visualisation
  • Report

When CPP came to us, it was clear that they were operating at a level of influence that was far beyond their age. Despite only recently being formed, they wanted to reflect the way in which politics is changing – by being more responsive and open to ideas, with policy designed in and for the real world rather than academia.

Their aims are to:

  • Power a productive, globally competitive economy, which is responsive and adaptive to technological change
  • Finance welfare and high public services that meet modern needs, expectations and the changing world of work
  • Enable greater, more evenly shared, economic prosperity and inclusion

All while providing practical methods for politicians to implement, rather than the abstract white papers and reports that define much think tank output. This required a brand that can represent the complex in a simple way, without being trivial.

Values workshop

Through an extensive workshop with the team, we created a series of brand qualities that would be embedded within their identity and explored in their first report on the UK skills system. These were:

  • Builders of trust
  • Expert reassurance
  • Credible data analysis
  • Simplicity of data presentation in order to have impact
  • Grounded
  • Dynamic but not organic
  • Fresh and different whilst expert
  • Outcomes comprehensible and accessible to everyone
  • Micro level stories backed up by macro data
  • Credibility as currency

Visual identity

The first step was to create a basic identity for the Centre; a logo and choice of typeface. The symbol represents the pulling together of complex and disparate information, to form a coherent narrative which moves things forward.

From this starting point we developed a colourful visual style to be used across CPP’s communications, as well as the extensive range of reports they will produce. As befitting all of the Centre’s work, our main aim was to present information in a way that was relatable to all.

The Centre’s first report argues that for the UK’s skills system to function properly, the pervasive information gaps currently preventing optimal outcomes must be tackled.
To help remove the visual bias that occurs with more traditional geographic-based data visualisation, we created a hex-map of England to show varying skills shortage rates by LEP for skilled trades roles.

Our second publication for the Centre launched their inquiry into health and social care in England. The report made headlines in the national press with the identification of 32 NHS ‘risk zones’, making the link between finance and mortality. The printed report was supported by interactive online maps, allowing news outlets to directly embed the data into their stories.

17% of the population in England reside in 32 ‘Risk Zones’. These are local authorities that are home to both below-average health outcomes and deficit-running NHS trusts. The study found that age-standardised mortality rates for causes considered avoidable, amenable and preventable are 29% higher than in other local authority areas.

William Joseph made time to understand our mission and have delivered a new brand which really clarifies the complex world we work in, whilst helping us stand out to all the right people.

Charlotte Alldritt, Director, Centre for Progressive Policy