About the studio

Official name & history

ValleyCore System is the registered business name of our London studio. The practice was established in 2016 after two campaign analysts spent three Christmas seasons redrawing retailer wash-up charts that nobody trusted. What began as freelance redraws for a handful of high-street brands became a dedicated studio for seasonal campaign performance charts and visual analytics briefs.

In 2019 we moved into a shared unit near Example Avenue and took on mid-season review sessions alongside full chart packs. By 2023 the studio was producing packs for Spring through Holiday windows for retailers, consumer brands, and agencies who needed one honest visual story per season.

Mission

Make seasonal campaign numbers readable on a wall — same baselines, same channel order, captions people can defend in a board room.

How we work

We start with definitions, not decoration. Channel names, attribution windows, and year-on-year rules are locked before ink hits the page. Charts are drawn for print and slides first; anything that only works as a hovering tooltip is rewritten.

Clients stay close during the sketch stage, then get one focused revision round. We would rather argue about a baseline early than reprint a pack after the board meeting.

People

Our core team combines campaign operations experience with information-design craft. Briefs are led by a named analyst; print production and accessibility checks (contrast, colour-blind-safe palettes) sit with a second pair of eyes before files leave the studio.

Values

• Shared baselines beat decorative novelty.
• Season calendars drive the work — we plan capacity around real campaign windows in Great Britain.
• Plain captions sit next to every ambitious chart.
• No mystery maths — if a figure cannot be traced, it does not appear.

Community

We host occasional open sketch nights for in-house analysts who want feedback on their own seasonal boards. Places are limited; enquire via the contact form if you want the next date.