Illustrating the value of research
As a research partner to major government entities and non-profits, NORC produces volumes of data with a far-reaching impact on public policy and society. NORC asked Smith Design to help bring this data to life in its 2011 Annual Report—to show their audience the value of this data, and not just tell them.
Smith mastered the complex content through in-depth interviews, drawing out the most relatable insights and illustrating them with a colorful, iconographic style and candid, editorial photography. And as long-time collaborators with NORC, Smith easily aligned the publication with the organization's evolving brand identity. The result is a highly readable and compelling look at NORC's work and its people, more reminiscent of a consumer publication than an academic research report.