Jefferson County Study

Former Kentucky high school students respond.

Client: NORC at the University of Chicago
Scope: Study Redesign & Survey Design
Located in the north central portion of Kentucky, Jefferson County has a population of approximately 773,000 people. A large majority (70.3%) of residents are non-Hispanic White persons with a median household income of $66,296 (2022). Jefferson County has voted for the Democratic candidate in every presidential election since 1992.
Conducted by NORC at the University of Chicago, the Jefferson County Study was a short survey directed at people who had attended high school in Jefferson County in the 1970s. It asked questions about the respondents' experiences while in school and their views on a range of issues in the news.
For this study I redesigned the existing logo to create a more dynamic, professional mark. I used Kentucky's state bird, the Cardinal, as a local reference. The survey design is crisp and legible, with a sophisticated, colorful look that deviates significantly from the standard issue, no frills formatting typically seen in similar instruments. The result of my aesthetic upgrade was that more recipients engaged with the survey and a successful data capture was achieved.
Logo Redesign
Final Printed Survey
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