The Brief
Ethex approached me to help shape the visual storytelling for their 10‑Year Impact Report, marking a decade of proving that everyday people can use their money to fund real, positive change. The report needed to communicate trust, clarity, and impact — showing how small individual investments have collectively transformed communities, reduced carbon, and supported organisations working at the front line of social and environmental change.
The challenge was to create a visual identity that felt credible, human, and mission‑led, while presenting complex financial and impact data in a way that was accessible to a broad audience of everyday investors.
Context & Core Impact (Verified Figures)
Ethex’s decade of impact includes:
£120m+ raised for positive social and environmental projects
900,000+ tonnes of CO₂ avoided across supported projects
570+ new beds created for people at risk of homelessness
200+ extraordinary projects funded by everyday investors
£1.2m in support unlocking £120m of investment through the platform (10‑Year Report)
£135m invested by 43,000 people, avoiding nearly 1 million tonnes of CO₂ (2024/25 Review)
These figures formed the backbone of the visual narrative.
Design Challenge
Ethex needed a report that:
Celebrated a decade of impact without feeling corporate or self‑congratulatory
Made complex data feel clear, human, and emotionally resonant
Reinforced their mission: making direct impact investing accessible to everyone
Reflected their Theory of Change — connecting everyday investors with organisations driving climate and social solutions
Positioned Ethex as a trusted, transparent, purpose‑driven platform
My Role
Art Direction
Visual Identity & Layout System
Infographic Design
Narrative Structuring
Data Visualisation
Brand Storytelling
Approach
I developed a visual system that balanced clarity with warmth:
Impact‑first layout: placing key figures upfront to immediately communicate scale
Human‑centred photography: grounding the data in real communities and projects
Accessible typography: ensuring readability for non‑financial audiences
Colour system: aligned with Ethex’s ethical finance palette — calm, trustworthy, and optimistic
Infographics: simplifying CO₂ impact, investment flows, and community outcomes
Narrative pacing: structuring the report to move from decade‑wide impact → individual stories → future goals
Outcome
The final report delivered:
A clear, emotionally resonant decade‑of‑impact story
A visual identity that strengthened Ethex’s position as a leader in ethical finance
A report that helped communicate their ambition to reach £250m invested by 2030
A design system that could be reused across future impact reviews and investor communications
Impact
The report supported Ethex’s ongoing mission to empower everyday people to invest in what they believe in — helping channel capital to community‑led, climate‑focused, and socially transformative organisations.