As the creative director on “Energy Crossroads: Exploring North Carolina’s Two Energy Futures,” my goal was to transform complex energy policy into a visually compelling and accessible narrative. This project, commissioned by the John Locke Foundation and written by Jordan McGillis, was not to be a simple whitepaper—it was about crafting an experience that would guide policymakers through the complex decisions facing the state of North Carolina as it charts its future. Policy experts Mitch Rolling and Isaac Orr at Energy Bad Boys supplied flawlessly researched data to this project.
The document’s core objective was to assess the viability of North Carolina’s Clean Energy Plan, which aimed to achieve a 70% reduction in greenhouse gas emissions by 2030 and carbon neutrality by 2050. Given the weighty subject matter, I knew that clear, impactful design would be essential in making the information digestible and engaging for policymakers, stakeholders, and the general public.
Visual Storytelling Through Data
From the outset, I focused on using data visualization as a key storytelling tool. To convey the financial and environmental implications of this strategy, we designed a series of charts and graphics that highlight the report’s most critical findings. We worked with the author as well as experts Mitch Rolling and Isaac Orr from the Center of the American Experiment to select and display the most informative data.
Highlighting Environmental Trade-offs
Another critical aspect of the design was illustrating the environmental trade-offs between renewable energy sources and more traditional options like nuclear and natural gas. We created a series of maps and land-use comparisons that vividly showcase the stark differences in space requirements between these energy sources. For instance, one graphic contrasts the 575 square miles needed for onshore wind to generate the same power that a nuclear plant can produce on just 0.5 square miles. This visual comparison was designed to provoke thought and highlight the often-overlooked land-use impacts of renewable energy.
Integrating Data with Design
Throughout the report, we made sure the design served to integrate the data seamlessly into the narrative. Each section’s graphics are not mere add-ons; they are integral to the storytelling. For instance, the alternative scenarios—such as expanding nuclear energy or natural gas—are accompanied by visuals that clearly outline their lower costs and higher efficiency in reducing carbon emissions. The visual narrative here was crucial in illustrating that these alternatives could achieve emissions targets at a fraction of the cost of Portfolio D, a point made compelling through the juxtaposition of sleek, easy-to-read graphs.
A Cohesive Design for Impact
The overall design of “Energy Crossroads” was crafted to ensure that every element—typography, color schemes, layout, and graphics—worked together to create a cohesive and engaging reading experience. I wanted the design to not only inform but also to persuade, making the data and arguments accessible to a wide audience. By using a clean, modern aesthetic with an emphasis on clarity and precision, the design supports the report’s goal of guiding North Carolina toward a balanced and sustainable energy future.
“Energy Crossroads” represents the power of design to illuminate complex issues. Through thoughtful integration of visuals and data, I aimed to make this report not just a document, but a tool for decision-making that resonates with its audience. This project stands as a testament to the role that creative direction can play in shaping public policy discourse and guiding critical decisions for our future.
