info design
“Make things as simple as possible, but no simpler.”—Albert Einstein
Creating infographics requires a careful balance of clarity and creativity. The challenge lies in transforming complex information into a visual story that is engaging, informative, and easy to understand. Every detail matters—from the underlying framework to the narrative—to ensure the message is clear without overwhelming the viewer.
The Elements of a Powerful Presentation / Poster
Scott Matthews: Concept, Creative direction / Chris Roettger: Illustration
The Empathy Map
Everything we do begins with an empathy map to ensure we truly understand the target audience and what matters most to them. I developed this visualization tool while serving as Creative Director at XPLANE, aiming for something both effective and easy for my design team to use. I never imagined it would become a widely adopted business tool around the world.
Originally this started out as just Hearing / Thinking / Seeing and expanded over time.
Admerica: The Internet of Advertising / National branding
Scott Matthews: Concept, Creative direction / Chris Roettger: Design, Illustration
Adobe: Where Research Gets Real / Blog scroll
Scott Matthews: Concept, Creative direction / Chris Roettger: Design, Illustration
Amgen: Business Strategy Integration
Scott Matthews: Concept, Creative direction / Chris Roettger: Illustration
Brightspot: Planning the Museum of the Future
Scott Matthews: Concept, Illustration, Creative direction
Express Scripts: Rx Abuse and Pharmacy Fraud
Scott Matthews: Concept, Creative direction / Chris Roettger: Illustration
Eating Well Magazine: The Wild World Within
Scott Matthews: Concept, Creative direction / David Vordtriede: Illustration
HP: Your Day, Your Way / Internal marketing
Scott Matthews: Concept, Creative direction / Chris Roettger: Illustration
Olin Award / WashU Olin Business School Magazine
Scott Matthews: Concept, Creative direction / Chris Roettger: Design, Illustration