Specializing in Advocacy and Design
This portfolio is a collection of my recent work, along with a few older projects related to communications. It reflects my experience across research, media, and design.
Prison Data Report 2024
My Role: I led the communications strategy, managed project execution, and oversaw all visual and branding elements, ensuring the messaging was both impactful and widely disseminated
For the Prison Data Report 2024, I focused on creating a visually engaging and accessible design that effectively translated complex data into a compelling advocacy tool. Given the dense nature of the subject matter—overcrowding, undertrial prisoners, and systemic inefficiencies—I prioritized clarity, hierarchy, and readability in both print and digital formats.
Key Design Elements:
- Data Visualization & Infographics – Instead of relying solely on text, I incorporated charts, graphs, and infographics to make statistical findings more digestible. This approach allowed readers to quickly grasp key insights, such as prison population trends, bail statistics, and sentencing disparities. Additionally, I took archival client photos and illustrated them, transforming them into visual elements that protected identities while maintaining the emotional weight of the stories.
- Visual Hierarchy & Structure – I structured the report with clear sections, pull quotes, and bold key takeaways to break up long text blocks and highlight the most critical information. The layout was designed to guide the reader through the findings in an intuitive flow, ensuring that even non-experts could engage with the content.
- Typography & Color Palette – I selected a professional yet modern typeface combination to balance authority and readability. A muted yet impactful color palette was used to emphasize data points without overwhelming the reader, maintaining a balance between seriousness and approachability.
Social Media Strategy: Engaging a Wider Audience Through Impactful Digital Storytelling
I designed a social media strategy that aimed to maximize engagement, inform key stakeholders, and drive discussions around prison reform in Pakistan. The approach was built around three core pillars: data visualization, expert insights, and storytelling.
Why These Interviews?
As part of the Prison Data Report 2024 campaign, I conducted and produced a series of video interviews to provide deeper insight into the findings, ensuring that key stakeholders and decision-makers could engage with the issues beyond just the written report. Each interview was carefully selected to highlight a different but complementary perspective, reinforcing the need for collaboration, legal reforms, and data-driven policy solutions.
Interview with Our Executive Director – It made sense to begin with our Executive Director, as she is at the forefront of leading this work at our organization. Her perspective was critical in explaining why this report matters, what the findings reveal about systemic issues, and how different stakeholders—including the government, legal community, and civil society—must work together to implement reforms. As a trusted voice in the justice sector, her interview helped frame the conversation and set the agenda for action.
Interviewing Azhar Rashid Khan - the Deputy Director General of the National Academy of Prison Administrators (NAPA), was critical in understanding the on-the-ground realities of prison management and how data-driven policies can improve conditions for incarcerated individuals. As someone directly involved in training prison officials and shaping administrative policies, his insights provided a unique institutional perspective on prison overcrowding, rehabilitation programs, and systemic inefficiencies.
Interview with the Prosecutor General of Punjab – Interviewing the Prosecutor General of Punjab was crucial for adding a legal and governmental perspective to our findings. As the chief legal officer responsible for prosecuting criminal cases in Punjab, his insights shed light on how systemic issues—like overcrowding and delays in the judicial process—affect case outcomes and legal fairness.
Media Coverage and Impact
The Prison Data Report 2024 successfully sparked a national conversation on the state of incarceration in Pakistan, shedding light on the urgent need for reform. Through a strategic communications campaign, we ensured that key findings reached policymakers, legal experts, and the public. The campaign’s data-driven approach, expert interviews, and social media strategy amplified its reach, leading to significant media attention. Several prominent news outlets covered the report, highlighting issues such as overcrowding, lack of access to medical care, and inadequate prison conditions. This coverage reinforced the urgency of policy intervention and the need for systemic reform.
Here are some of the publications that featured our report:
📌 The Express Tribune: 68 Inmates Transferred for Medical Care Died in a Year
📌 Pakistan Observer: Inadequate Access to Basic Necessities, HR Issues Frequently Observed in Prisons
📌 Dawn: Overcrowded and Underfunded – Pakistan’s Prison Crisis
📌 The Express Tribune: Overcrowded Prisons – System in Crisis
📌 The Express Tribune: Jails Overflowing at 152% Capacity
This level of media coverage underscored the campaign’s impact, ensuring that prison reform remained on the public agenda and within the policy discourse.