Customer: Aauw
Visual strategy for a landmark report on women in STEM
Why So Few? was a foundational report from AAUW, exploring the persistent underrepresentation of women in STEM and how to change it. The content was powerful, but to support advocacy, it needed more than clarity. It needed structure, resonance, and a visual system that could carry real weight.
My approach
This was the first large-scale research report I tackled—and it shaped how I think about design as advocacy.
I led the visual direction and full execution of the report’s layout, collaborating closely with the research, communications, and creative teams. My goal: elevate the content without overwhelming it, and create a visual system that felt purposeful at every level.
Here’s how we did it:
- Developed a chapter-based grid motif that mirrored the report’s themes—visually hiding parts of images to reflect the absence of women in STEM
- Designed the full layout for 107 print-first pages, balancing data density with visual breathing room
- Created all 21 data visualizations from raw research—ensuring they were consistent, clear, and on-message
- Sourced and integrated photos of women in science and tech to ground the data in real-world representation
- Produced final files for print and coordinated production across teams
This wasn’t about decoration. Every visual choice was grounded in the report’s mission and aimed at supporting change.
Project Scope
107-page print report designed to inform and persuade
21 custom data visualizations, created from raw research
Full print production and press-ready file preparation
Puzzle-grid motif used throughout to reinforce report themes
Why it matters
Design can clarify—but it can also amplify. Reports like Why So Few? don’t just need to be readable—they need to resonate. I help advocacy teams translate research into tools that make a difference.
Clear strategy. Human-centered design. Purposeful impact.
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