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Shelter needed to understand their donor-base a little better. To assist them in this, we developed a thorough customer segmentation for them. This resulted in an enormous amount of data which we needed to depict graphically and simply. Each of the eleven segments was represented by a different chair, illustrated in-situ to give a clear idea of the people within that segment. This wasn't easy, as Shelter’s guidelines demanded a flat, digitally-drawn style using only greys, red, one highlight colour, and no people. The final result was more than 100 pages of visualised data and illustrations.