'We encourage academics to take a different perspective on their work' – designer Lana Klok on the eco-cycle visualisation

Nederlands

The fresh, eye-catching series of new visuals for Recognition & Rewards was created by strategic and social designer Lana Klok. Working with the programme team, she brought the ‘story of change’ to life. We asked her how the metaphor for the academy as an ecological cycle came about.

What was your first impression of the Recognition & Rewards programme? 

‘How inspiring! You’re taking a step towards a movement of “thinking and acting differently” within the academic world. These reforms have the potential to help academics find their place more easily. By viewing researchers as people first and foremost, there’s room for who you are and the qualities you bring to the table. Leadership, team skills, or perhaps international potential or a connection with society.
You know, as a freelancer, I can do what I’m good at and what I enjoy. It would be wonderful if academics could have that kind of experience too. If everyone can do what they do best, we’ll achieve more together.’

Stategic- and social designer Lana Klok

What elements do you consider important when translating a thought process and working method into a visual representation?

‘As far as I’m concerned, co-creation is the common thread. You are the experts; I facilitate the conditions and develop an image that we all agree on. Co-creation fosters shared ownership. The process consisted roughly of three steps: the search for your story, visualising that story in the metaphor we chose together, and the final visualisation that allows you to tell the story more broadly.

Of course, it’s also very important to be clear about who we’re creating this for. For us, it was immediately obvious: the academic. We want to encourage the academics to look at their work in a different way.’

What do you like best about the result?

‘To start with: I don’t think there’s a single image that works best. I like working with narrative elements and metaphors; others might feel more at home with infographics. A visualisation sparks the imagination; it helps you make something tangible that doesn’t yet exist. You could see it as a path towards a vision of the future.
At the same time, it’s not meant to be 100% accurate; we want to spark a conversation with it, the image needs to find its place in reality.

Ultimately, that is always my goal: to help others take steps towards a desired reality. Sometimes, for example, I design a pilot for a new organisational structure together with staff, or we develop a theory of change. The process of arriving at a solution is a result in itself; it is in that collaboration that the new reality begins.’

What do you hope to convey with the poster?

‘By portraying reality differently, we often create space for new possibilities and conversations. To make the scope of Erkennen & Waarderen tangible, we depicted the wider landscape of the academic world. The result is something different from just a building full of people, which is what first springs to mind when you think of a knowledge institution. Through visual elements, for example, we also show the connection with the practice of open science and international cross-pollination. We make it clear that everyone can contribute in their own way, and that together we are building a thriving ecosystem.’

Do you ever find yourself tempted to think: ‘This is too difficult to translate into an image’?

‘No question is ever too complex for me! I enjoy working with the people involved to piece together the puzzle and propose a visual interpretation. Often, it’s enough to highlight just a small part; that sparks a conversation and suddenly people can see the bigger picture. As an outsider, I can often sketch the outlines more easily than if you’re right in the middle of it. Strangely enough, explaining what I do myself in a single image is a lot harder.’