Art is fire plus algebra
— Jorge Luis Borges

The future needs a human touch.

Fire Plus Algebra is a consultancy and training provider. We aim to bring together human creativity and communication with the right processes, frameworks and technology to help your organisation succeed.

We’re not trying to sell you a particular piece of software – we’re here to ensure that you and your team understand what’s possible, and how technology enables you to change minds and drive change.

We've developed our tried-and-tested approach and materials with a wide range of different clients, including:

  • Growing startups and corporates (Carwow, Swiftkey, VEON)

  • Public bodies (Arts Council, BBC, Electoral Commission)

  • Health organisations (Health Foundation, NHS Improvement)

  • Government departments (Department of Health and Social Care, Department of Education)

  • Science organisations (Liverpool School of Tropical Medicine, Biotechnology and Bioscience Research Council)

  • Universities (Aga Khan University, Westminster University, Edinburgh University)


Fire Plus Algebra was founded by Alan Rutter.

Alan is a specialist in communicating complex subjects through data visualisation, writing and design. He teaches for General Assembly and runs in-house training for public sector clients including the Home Office, the Department of Transport, the Biotechnology and Biological Sciences Research Council, the Health Foundation, and numerous local government and emergency services teams. He previously worked with Guardian Masterclasses on curating and delivering new course strands, including developing and teaching their B2B data visualisation courses. He oversaw the iPad edition launches of Wired, GQ, Vanity Fair and Vogue in the UK, and has worked with Condé Nast International as product owner on a bespoke digital asset management system for their 11 global markets.