Part of the Central City Improvement District’s (CCID) communications and marketing strategy is to to promote development and investment in Cape Town’s CBD. A major research project was begun in 2010 to assess how well the Central City is performing economically and updated in 2012013. The findings in these reports centre around economic development in the Central City and point to the long-term vision for what Cape Town can become. Intensive surveys, research, and market analyses are undertaken and then distilled into findings to be made available for public consumption.
But what to do with mountains of data that needs to be accessible to economists and researchers, yet friendly enough for the businessman on the street. How to communicate really technical jargon and concepts in an approachable manner, yet maintain the report’s integrity as a benchmark against which future successes are measured? How to attract creatives and investors to one report?
Enter Infestation! Upon processing the design strategy, we decided that consistent design elements – a strict grid, simple colour palette, clear section dividers and page furniture that repeats logically, along with beautiful typography – would promote easy navigation, and therefore, better communication. Information would need to be graphic with as many visual devices as possible on any given page to make information accessible and attention grabbing. We did not have the luxury of white space, as the report had to fit within a tight budget, hence the challenge was to design the pages in a way that would not over-stimulate, yet present the balance between graphic, image and information crisply and elegantly.
For anyone who wants to know more about the economy of Cape Town’s central city, this report offers many useful insights. You might find though, you end up keeping it simply because its just so darn pretty!