Common Cause for Nature

Common Cause for Nature is a guide for practitioners in the conservation sector who want to ensure their communications strengthen the values that motivate people to enjoy and protect nature. Produced and written by the Public Interest Research Centre (PIRC), the work draws on an analysis of communications, workshop discussions, survey responses, and in-depth interviews conducted across 13 UK conservation organisations. Recommendations are grounded in Schwartz’s theory of human values.

PIRC commissioned us to design the guide. A large part of our role involved illustrating new icons, datagraphics, and a values map, all inspired by Schwartz’s original circumplex. These visuals translate dense psychological research into information that readers can scan and apply directly to their own communications.

Our page layouts include distinct treatments for theory sections, sector case studies, and recommendations. The typeface Aperçu carries the headlines and body copy, while Theinhardt sets the datagraphic text, making each content type distinctive within a single, cohesive system. Alongside the design, we advised on content structure, helping shape a guide that moves from theory through sector analysis to practical recommendations, with reflective questions for readers at the start of each section.