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Visual Explanations: Centre for Business and Social Entrepreneurship

October 26, 2012
'CBaSE Overview' by KAP Design

‘Centre for Business and Social Entrepreneurship Overview’ by KAP Design. Click information graphic to view larger.

Case Study Brief: The Centre for Business and Social Entrepreneurship (CBaSE), housed in the College of Management and Economics at the University of Guelph, needed to improve engagement with potential participants and communicate more efficiently about what the program offers.

Design Solution: KAP met with CBaSE to discuss their communication challenges, filtered out the key message points from a wealth of marketing collateral and went through several rounds of conceptual sketching with feedback from CBaSE staff.

The final Overview (above), one of three visual explanations KAP created, explains who CBaSE is, who they support and what CBaSE and participants accomplish. The information graphic includes vector illustrations depicting buildings where the key players – CBaSE, University of Guelph and the community – reside, laid out according to their location on the map of Guelph. The familiar architecture and city layout were employed to resonate with potential participants and improve understanding.

Concept sketch for CBaSE information graphic by KAP Design

Early conceptual sketch for ‘Centre for Business and Social Entrepreneurship Overview’ information graphic by KAP Design. Click to view larger.

The evolution and refinement of the Overview visual explanation can be seen in an early conceptual sketch (above) and a more developed sketch (below).

CBaSE Overview concept sketch by KAP Design

Conceptual sketch for ‘Centre for Business and Social Entrepreneurship Overview’ information graphic by KAP Design. Click to view larger.

Conclusion: CBaSE will now leverage the power of visual content to provide structure and understanding in their communication strategy. The visual explanations will be used in face-to-face interactions, presentations and marketing efforts. CBaSE is so thrilled with the Overview infographic that they are printing it as a large poster to hang in their office.

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