Technical maps become strategic communication assets
At Better Energy, maps of solar parks originally served planning applications, but as the business scaled, they needed wider appeal than technical planning required. I elevated key product features on maps for events and press, strengthening stakeholder engagement during business development.
Client
Better Energy
Role
Lead Visual Designer
Year
2022 - 2024
Services
Information design
Illustration
Illustration
Corporate map style designed to align with the visual style used in brochures and annual reports.
Event map style features a satellite map background. The degree of rawness is intentional: a perfectly polished map could send the wrong message to local stakeholders, while a 'work-in-progress' style signalled an opportunity for communities to shape the project 'in their back yard'.
The project
Maps to appeal to a wider audience
As a renewable energy company, Better Energy typically used maps to support planning applications and occasional stakeholder engagement. But as events and product openings proved valuable channels for business development, maps became a key tool for guiding these conversations.
The problem was that maps built for technical planning purposes lacked the visual appeal and clarity needed to resonate with a broader audience. On a detailed level, presentation styles were inconsistent between projects, and key product features, such as nature initiatives, lacked visibility.
So I wrote the brief to establish consistency in presentation styles and adjust the hierarchy of information to bring key features forward, allowing maps to serve as both technical documents and compelling communication tools.
My role
Visual designer across design details and process
I approached project development colleagues to understand their existing process. A style library existed but wasn't applied consistently. After my initial attempt to standardise didn't scale across markets, I redefined the project in two parts: design process and design deliverables, agreeing a workflow that let us deliver without causing friction.
On the deliverables side, I harmonised lines, fills and icons in line with our visual identity, defining a set of styles to ensure consistency no matter the project. I adapted an icon library, combining pre-made and custom icons to represent key product features. I adjusted their visual hierarchy so they stood apart from surrounding information.
The design challenge lay in balancing complexity with clarity: presenting dense, technical information in a way that remained immediately understandable on a single map. The result made key product features tangible enough to spark real interest. Stakeholders were inspired by what they saw and wanted the same treatment applied to their own projects.
Set the design foundations rolled out across 25+ maps.
Harmonised lines, fills and icons in line with visual identity.
Defined a set of styles to ensure consistency across projects.
Built icon library to represent key product features.
Redefined information hierarchy to improve clarity.
Worked with project development to understand map production process.
Fostered a positive collaboration between teams to improve workflow.
Reflections
One challenge
As the number of events requiring maps increased, project development understandably pushed back on visual design's requests for map data.
I prompted dialogue between the teams and set the direction for a new process, allowing visual design get the resources it needed with minimal impact on project development.
One takeaway
Check up-front how design process varies across markets. Whilst it was fun to learn how style libraries worked in QGIS (a software new to me), I would have saved some hours on the project!
Recommendations
In their words
"Her ability to translate intricate data into accessible, visually striking narratives has been instrumental in strengthening our brand’s presence and engagement with stakeholders."
Christian Mølgaard
Christian was Senior VP of Communications at Better Energy, and managed Josephine directly from 2022 - 2025
