Watercare serves a community comprised of more than 180 ethnicities. Approximately 12% of these do not speak English so one of the first things we did was to develop a library of icons that ‘spoke to everyone’. This project was something of a balancing act – Watercare wanted to soften its public perception while maintaining its credibility at the same time. This explains the marriage of more ‘corporate’ looking droplet backgrounds and relaxed fonts that are to be used selectively, for example. We also simplified the colour palette and introduced a new illustrative style. In terms of the reports, each one is bound by a unique theme. For example, in 2013 it was ‘thinking ahead’, an idea that we introduced through a gatefold cover that included succinct forecasts up until 2027. The real strength of these reports lies in the sheer degree to which Watercare measures their success against key performance indicators. Every year we further simplify the way these measures are represented graphically, reducing complex data into easy-to-understand icons.