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Bringing warmth and personality to a charity report for PDA Society

We turned a detailed set of findings into a story-led, visually warm charity report that honoured the voices behind the data

Challenge

When a piece of content holds hundreds of real human stories, how do you make sure they’re heard and felt? That was the challenge the PDA Society brought to us. They’d gathered responses from over 900 people across the PDA (Pathological Demand Avoidance) community, sharing deeply personal experiences.

The result was a powerful but dense report that needed to be transformed into something accessible, emotional and engaging, for professionals, families, and funders alike.

The PDA Society wanted something far from the typical charity report. They weren’t looking for a dry executive summary or a corporate feel. They wanted a design that felt human, honest, and grounded in the real words of the community.

Solution

From the start, we knew this wasn’t about over-designing, it was about creating space for people’s voices to breathe.

Working closely with the PDA Society, we ensured every creative decision was informed by the people they support. We built a design language that let the stories take centre stage. Using simple and expressive illustrations and graphics, we elevated key quotes to give them immediate visual importance.

Pastel colours softened the Society’s core palette of blues to avoid sensory overload, and new fonts were chosen, making them more accessible for neurodivergent readers.

We focused on breaking down the content into digestible sections. Infographics helped translate complex findings at a glance, and a flexible design system meant we could translate the report into web pages, social graphics, and shareable resources without losing its warmth or coherence.

Outcome

What we delivered wasn’t just a better-looking report, it was a stronger communication tool with real reach and relevance.

Increased engagement: Social graphics and shareable quotes made the findings more accessible across channels, significantly widening the report’s impact.
Trusted by the community: The PDA Society received praise for how well the design reflected the real experiences of PDA people and their families. The tone, not just the visuals, helped the audience feel seen.
Adaptable for action: The assets have been used in training, awareness-raising, and funding bids, expanding the life of the report far beyond its PDF format.
Reframed the narrative: By putting lived experience at the centre, the report helped shift conversations away from generic support toward the kind of personalised understanding the community has been asking for.