This cover isn't illustrating a place; it's illustrating the exposure the report is about to quantify.
A personal injury law firm publishing a data report raises an immediate credibility question: is this marketing, or research? The content — a county-by-county analysis of Florida's post-COVID bicycle fatality surge — needed to read as the latter.
The brief called for a McKinsey-style register: sober, evidence-led, allergic to decoration. The subject is genuinely alarming, a 47% rise in bicycle deaths, and the natural temptation was to amplify that visually. The opposite instinct was correct: a firm publishing original research needs the design to argue for its objectivity before a single chart is read.
The cover refuses the obvious tourism palette. A cyclist threads through rain-slicked traffic in a cold, desaturated teal, stripped of any sense of leisure. That restraint carries through the interior: charts stripped to what's necessary, findings stated plainly before the data behind them.
The result earns the trust a McKinsey deck earns: a document that found something uncomfortable in the data and chose to show it plainly.
CLIENT
Santini Law Firm
PROJECT
Florida E-Bike Report
SOFTWARE
Adobe Illustrator
Adobe Photoshop
Adobe Acrobat Professional
