ABOUT

PA Consulting surveyed thousands of consumers across the UK and US to gain insight into three key topics:
• Sustainability
• Wellness
• Gaming
The outcome was three reports, each with their own distinct visual concept behind them.
The Future of Sustainability - the first in the series, this was a testing ground for us to explore how we can leverage the use of text-to-image generative AI to create a set of near-future products, packages and scenarios that would support key statistical findings. Working alongside our Product Design colleagues to devise plausible near-future products and services relevant to the subject-matter — ideas that are indicative of current discussions and investigations in the world of the consumer and manufacturing.
The Future of Wellness - Working closely with internal teams spanning wellness experts, marketing, and DES, we narrowed down a distilled visual direction for the Sports and Wellness survey to three main components:
• A set of colour “steps” to create unique, personal “stacks” – PA’s proprietary approach to seamlessly blending 6 areas of wellness: Sleep, Movement, Nutrition, Mental, Financial and Social wellness. These “stacks” were also used as the basis for the data visualisation.
• An illustrative style to create a diverse, near-future set of avatars for the “stacks”, developed using a mixture of Midjourney and photoshop AI capabilities, representing a broad section of wellness consumers
• A group of supporting icons, inspired by a modern take on Otl Aicher’s famous Olympic pictograms.
The Future of Gaming – Bringing to life PA’s research into next-gen gamers, we developed a unique, future-focussed ‘avatar’ to illustrate how gaming is moving beyond games, becoming a cultural cornerstone, shaping worldviews and social interactions. At once recognisable, collective, neutral, and highly individual, we created rich visual environments for our intrepid ‘avatars’ to explore, using the newest Mid-journey prompting evolutions. Further leaning into gaming vernacular, we also created a nostalgic 8-bit document character guide, to lead our readers into the future of gaming.