To make something beautiful, engaging, interesting... that's a given, part of the job of being a designer; the real task is identifying how the work can help propel a client towards their long-term goals. 

With NASA we identified a few underlying themes that helped us shape our design and strategy work: 1. How do you communicate to the public the complex breadth of work NASA scientists are doing, not only in a way that's engaging, but in a way people can understand 2. How do you communicate the impact the work is having/will have/can have to continue to receive funding 3. How do you create a resource to connect scientists, research groups, emerging scientists, etc. 4. How do you make people care? How do you inspire a younger generation? How do you get people involved, to share, to want more?