We regularly receive raw materials from clients— usually lines and boxes depicting “the big picture” they’ve been noodling on for a bit. We call it “the big viz” because it’s not a diagram, or an infographic, but visual support for helping others see “how does it all connect?

As our Creative Director Derek says:

“A big viz is your pitch deck’s secret weapon—it distills complex ideas into a single, impactful image that tells your story at a glance. Use it when words alone won’t do justice to the insight you’re sharing, and when you want your message to resonate long after the pitch is over.”

That’s the essence of a big viz: communicating your unique value or vision at a glance and leaving a lasting impression.

Our job is to familiarize ourselves with your data, scan through it, and find the “aha” moment—when the insight clicks and reveals what sets you apart, highlights your vision, or showcases your potential. Once we identify that moment, we work backward to design a visualization that recreates the same realization for your audience, but without all the digging and research we did to get there.

The goal is to create a big viz that communicates clearly, resonates emotionally, and motivates your audience to act—whether that means investing, buying, or supporting your cause.

Here’s a 5-point checklist of what to keep in mind when building your Big Viz.

1. One Takeaway Per “Big Viz”

The first principle of visual storytelling is to keep things simple. Avoid clutter. A big viz should communicate one clear idea at a glance. If you’ve been immersed in the details of your data, it can be hard to judge what’s obvious and what’s overwhelming. But simplicity is key: if your audience has to work to figure it out, the message won’t land.

The whole idea of using visuals is to connect two or three ideas in a single, digestible image. While connecting a few previously established ideas is good, you want to make sure to only communicate one takeaway. A takeaway can be said in one sentence. Trying to convey multiple takeaways in a single visual will dilute your impact and risk losing your audience.

2. Focus on Storytelling

Your big viz isn’t a standalone graphic—it’s a critical part of your overall narrative. It should connect directly to the story of your pitch. Start by setting the stage: explain who you are, what you’re trying to achieve, the market landscape, and your competitors.

When the big viz is introduced, the audience should immediately understand its context and significance. The goal is to align the visualization with your narrative so that it delivers the same “aha” moment to your audience that it did for you.

3. Use Data Strategically

Not all data is necessary in a big viz. Instead, focus on showing trends, comparisons, or key takeaways that are clear and compelling. Use simple, intuitive visual formats—familiar charts or graphs are usually the most effective. There’s no need to overcomplicate the design; clarity matters more than creativity here.

The insight that caused the “aha” moment for you should take center stage in your visualization. Make this information bold, clear, and impossible to miss. Whether it’s a standout number, trend, or comparison, the key data point should be the star of your big viz.

4. Make It Memorable

A memorable visualization sticks with your audience long after the presentation is over. It simplifies your message and makes it easier to recall and share.

For example, one of our clients worked in a complex industry and wanted to show how their approach solved a unique problem. They used two visuals: one showed a simpler industry as a straight line with points along it; the other showed their industry as a tangled knot of loops “The Pretzel”, red lines, and bureaucratic delays. “We untie this knot.”

The comparison was clear, striking, and memorable. It became a defining element of their pitch, making their message easy to explain and recall.

5. Test and Refine

A great big viz is accessible to anyone, even those unfamiliar with your industry. Avoid jargon or insider terms, and define any necessary technical language clearly. A good test is to see if someone outside your field can easily understand it.

Testing is a crucial part of the process. Share your visualization with trusted colleagues or friends and gather their feedback. Watch for their reactions, note what they remember, and listen to the questions they ask. Refine the design based on this feedback to make it even stronger.

Case Study: WeWork’s “The WeWork Effect”

One great example of a “big viz” is their “WeWork Effect” slide, which landed them millions of initial funding:

In their “Big Viz,” which comes seven slides into the deck, WeWork distills a complex system of unique supply and demand dynamics into a clear visual. The circular flow highlights how their platform drives “More Community Activity,” reinforcing mutually beneficial effects between landlords, members, and services.

It’s a perfect example of how a big viz can showcase a company’s unique value by turning a multifaceted concept into an intuitive, memorable image.

The Value of a Big Viz

Creating a strong big viz is an iterative process. It’s not something that happens in a single draft—it requires collaboration, testing, and refinement. But the result is worth it: a single, powerful visualization that your audience can remember, share, and use to champion your message.

When people can describe your big viz to others clearly and easily, you’ve created something that amplifies your impact. It’s a tool they can use to advocate for your vision, helping you reach your goals.

At Creative Blue, we love working with clients to build pitch decks that resonate. From strategy to narrative to design, we help you create a big viz that’s polished, impactful, and game-changing for your business.