The challenge

Neuroscientist Joseph LeDoux needed nearly 40 original graphics for his book Anxious: Using the Brain to Understand and Treat Fear and Anxiety. The challenge was to create a large number of figures — from simple charts to complex diagrams — while maintaining a cohesive visual style throughout.

Our approach

WelshLee Creative worked closely with the author to translate rough sketches and placeholder images into polished, professional graphics. Our team:

• Established a consistent visual language, from font size and arrow width to the balance of simple and complex elements.

• Used Adobe Illustrator and Photoshop to ensure precision and adaptability.

• Collaborated directly with the author throughout the process, refining the style and carrying it forward across all figures.

The results

The client received a complete, publication-ready set of figures that aligned seamlessly with the book’s text. By developing a consistent visual style and maintaining close collaboration throughout the process, WelshLee Creative ensured that the graphics clarified complex concepts and made the science more accessible.

The finished set of ~40 graphics gave the book a unified look and feel, clarifying technical ideas and making them more accessible to a broad readership. The cohesive illustrations elevated the book’s impact by reinforcing the narrative and helping readers better understand the underlying science.

The book itself, Anxious: Using the Brain to Understand and Treat Fear and Anxiety, was well received by both scientific and general audiences. Reviewers praised it as comprehensive, accessible, and thought-provoking. It went on to win the 2016 William James Book Award from the American Psychological Association — recognition that underscored its impact in bridging neuroscience and the public.

Takeaway

WelshLee Creative demonstrated how thoughtful design and close collaboration can turn complex scientific ideas into visuals that engage and inform. By building consistency and clarity across every figure, our team delivered graphics that enhanced both the book’s readability and its professional polish.