VOICE
VOICE (Voter Opinion and Insight on Current Events) is a longitudinal public opinion survey led by academics at the University of Kent. The research team at VOICE came to us to help attract participants and build long-term trust in the study, ensuring the data gathered could effectively inform research and influence policy decisions for years to come. Leveraging our expertise in accessible communication, we created VOICE’s brand identity, designed the user experience for both print and digital surveys, and developed supporting data visualisations.
Project Team
Branding and Collateral: Alaïs de Saint Louvent
The Challenge
VOICE needed a brand that could speak to a large, diverse national audience while maintaining academic credibility. When asking hundreds of thousands of people to share their views, the identity must signal data security and care without feeling cold, governmental, or commercial.
Because we understand that participation is a form of civic empowerment, the survey also had to be genuinely readable and “doable”. Our challenge was to reduce the cognitive load so that participants felt respected and engaged, rather than overwhelmed by the scale of the study.
What We Did
We designed the survey experience for print as well as digital—built to feel clear, respectful, and accessible at scale: VOICE’s first wave invited 500,000 people across the UK to take part by post.
We created a brand identity inspired by data charts and infographics. The logo nods to data presentation and data protection, with the full title blanked out to resemble a bar graph. This creates a clean, modern mark that feels research-led and trustworthy at a glance.
Typography choices focused on digital accessibility, using easy-to-read sans serif fonts for clarity. We paired these with Relative Faux, which subtly echoes mid-century coding documents, reinforcing that VOICE is a rigorous study grounded in data integrity
For colour, we balanced “official” science-adjacent tones (such as slate blue and water green) with warmer oranges to signal independence from government or any political parties.
Finally, we designed inclusive infographics so participants can see where they fit in a wider UK context, enabling the VOICE team to translate complex findings for policymakers and the public.
Impact
The visual strategy helps VOICE feel like what it is: serious research, handled responsibly, and relevant to everyday life.
By building immediate brand trust and making survey materials more inclusive, we have helped reduce friction in participation. Clearer design also makes it easier for the team to communicate findings over time, strengthening the project’s digital infrastructure and its ability to build public understanding. The result is a research brand designed for longevity, ensuring that diverse voter opinions are accurately represented and heard in the halls of power.
