How design and editorial strategy reimagined a think tank's flagship report for its 10th anniversary.
In 2016, I led the creative transformation of the Legatum Prosperity Index, a flagship product of the Legatum Institute.
Based in London, the Institute (now rebranded as the Prosperity Institute) had carved out a niche investigating the fundamental causes of national prosperity. Its tool for doing so – the Legatum Prosperity Index – was widely covered in global media. Yet, for all its reach, the report itself was struggling.
Despite its data-driven rigour, the Index had an image problem: it was dry, academic, and inaccessible to all but the most determined policy wonks. The underlying insight was powerful, but the delivery lacked emotional resonance and narrative cohesion. So, to mark its 10th anniversary, the Institute invited me to reimagine the Index. Not simply to refresh the brand, but to broaden its audience, deepen its impact, and reposition the Institute as a thought leader in the global debate on prosperity.
Making prosperity personal
From the outset, I knew the challenge wasn’t just visual – it was strategic. We needed to shift the Prosperity Index’s tone from technical to human, from static to dynamic. I wanted it to speak to policymakers, business leaders, philanthropists, and educators, not just statisticians.
To achieve this, we moved the editorial focus from being a data download to becoming a source of insight and commentary. Instead of leading with rankings and sub-indexes, we highlighted key themes like “Stairway to Prosperity” and “Mind the Gap” – accessible narratives that explained complex trends in global development.
By framing data within these editorial constructs, we allowed the reader to engage with the content on an intellectual and emotional level. We explored not just who ranked where, but why. Why was New Zealand outperforming wealthier nations in overall prosperity? Why had Venezuela’s prosperity collapsed? Why did the UK, despite falling GDP, deliver more prosperity per pound than nearly any other nation?
The goal was not just to inform, but to provoke thought and encourage meaningful debate.
“Mind the Gap” — A visual centrepiece from the 2016 Legatum Prosperity Index, this spread reframed the data to highlight countries delivering more (or less) prosperity than expected given their wealth. A bold editorial move that shifted the report from rankings to real insight.
Design as a bridge between worlds
I drew heavily on the world of editorial design for inspiration. Publications like Monocle, The Economist, and Harvard Business Review offered models of how to present complex information in a visually compelling and intellectually stimulating way. We didn’t want a report; we wanted a magazine. Something people would keep on their shelves and return to throughout the year.
The redesigned report included full-spread infographics, rich colour-coded maps, thematic essays, and a clear visual hierarchy that guided readers through the story. Each sub-index – from Education to Personal Freedom to Social Capital – was introduced not just with a chart, but with interpretation and insight.
We created a distinct graphic language for the Index; branded charts, stylised data points, and consistent typographic systems, that lived comfortably within the Institute’s brand identity but gave the Prosperity Index its own visual authority.
The power of metaphor: the tree of prosperity
Perhaps the most symbolic change was the new cover design. For this, I commissioned renowned British illustrator Andrew Davidson, known for his intricate woodblock illustrations featured in books by the Folio Society and on the covers of Harry Potter.
Andrew reimagined the Institute’s “Tree of Prosperity” into a full-page, hand-carved illustration. It was at once organic and structured, traditional and modern. A tree with deep roots and reaching branches, symbolising the layered and interconnected nature of national prosperity.
The result was a cover that felt timeless – evocative of growth, stability, and possibility. It stood in deliberate contrast to the sterile, corporate covers of previous years, and it gave the report a shelf presence that felt more like a collectible book than a PDF printout.
Creating content people use
The 2016 Index became a tool for interpretation. It was quoted in editorials, referenced in speeches, and cited in policy discussions far beyond its usual reach. By including ten deep-dive country stories, we gave governments a framework to evaluate their performance and learn from peers.
Countries like Indonesia, Mongolia, and Rwanda – each making significant strides in prosperity despite limited resources – were given the narrative space to shine. We didn’t just say “they moved up the rankings,” we explained how and why: stronger civil societies, improved governance, targeted investment in education.
These stories helped change the conversation. Instead of asking “Who’s on top?” readers began asking, “What can we learn from them?”
Strategic shift for the Institute
This was more than a design refresh. It was a strategic repositioning. The Legatum Institute had long been an excellent collator of data, but this project allowed it to become an authoritative commentator. The Index was no longer a rear-view mirror. It became a forward-looking tool for leaders who wanted to shape the future.
Internally, the report also served as a catalyst. It encouraged more cross-functional collaboration between researchers, communications teams, and designers. It validated the idea that data and design are not separate functions but two halves of a single whole: evidence and expression.
It also influenced the broader rebranding of the Institute. By 2024, it reemerged as the Prosperity Institute, a name more aligned with its mission and public perception. While many factors led to that evolution, the 2016 Prosperity Index played a part in setting the tone for a more accessible and impact-driven future.
James redesigned the Legatum Prosperity Index for its tenth edition in 2016. The previous format was data-heavy and academic. James brought an editorial perspective to the project, proposing thematic structures that reframed a 149-country dataset as a series of accessible narratives rather than a statistical reference document. His contribution went beyond design. He shaped how the research was communicated: which findings to lead with, how to structure the reader’s journey through the data, and which visual formats would make complex comparisons clear to non-specialist audiences.
Alexandra Mousavizadeh
Managing Director, Prosperity Index, Legatum Institute (2017)
Lessons for others
The 2016 Legatum Prosperity Index is a reminder of what’s possible when communications teams are given the mandate – and the trust – to push beyond the expected. It showed that annual reports can be more than exercises in obligation; they can be platforms for influence.
Here are a few takeaways I’d offer to any organisation looking to transform a similar flagship product:
- Start with insight, not output. Don’t ask, “What do we need to publish?” Ask, “What do our audiences need to understand?”
- Make your data emotional. Use metaphor, story, and visuals to make complex ideas memorable.
- Design for use. Reports should be built with real people in mind – those who will quote them, challenge them, and build upon them.
- Own your tone. Your voice matters as much as your evidence. Aim to be both credible and compelling.