Designit CMO Whitepaper
Project background:
Problem statement:
Goal/objective:
Designit’s strategy team did a study earlier this year surveying over 1,000 global marketing and CX leaders in multiple industries across North America, Europe and Asia-Pacific to get a pulse on the changing ethos, how these leaders are faring, and what is on top of their mind for the upcoming year. In-depth interviews with 22 executives were held. To showcase this study the CMO White paper was born.
The White paper had a lot of information and was text heavy and therefore did not engage users to view the study.
Our goal was to discover, design and create visual stories that engaged users. In addition, we wanted to drive viewership to the CMO White paper findings by effectively creating a visual design system.
How it all started
Below are images from the CMO White paper. The grounds for the study are laid and the background to why it was important to share the study with the world.
In this paper, areas where all three types of executives agree on the need to reassess their growth strategies are uncovered. The ask was to promote the CMO White paper by designing motion graphics to communicate the story well.
The beginning
Below are images from the white paper. The grounds for the study are laid and the background to why the CMO white paper was born.
Concept development
Our process included understanding the ask, to create visually appealing story for the topic “Foster connection as a two-way street.” There were a number of internal meetings about how to best describe the story of the white paper.
Exploration
In this infographic, we explored the classic ring graphs that are accessible and flowed well within the microsite. Additionally, ring graphs would fit well within different mediums.
Execution
In this infographic, we explored the classic ring graphs that are accessible and flowed well within the microsite. Additionally, ring graphs would fit well within different mediums.
Final motion graphic
For the final layout, we went for a story that was simple and easy to understand. The concept was to showcase the idea of a consumer and a brand fostering a relationship.
Credits
Senior Copy Editor: Becca Rice
Senior Production Designer: Benny Haryant
Senior Motion Designer: Bryant Little
Graphic Design & UX/UI Intern: Bhawna Seth
Senior Designer: Cliff Tomczyk
Senior Motion Designer: David Walsen
Visual Designer: Lance Rogers
Copywriter: Michelle Millard
UX/UI Intern: Prerna Shah
Intern, Corporate Marketing: Saavani Thigale
Group Creative Director: Stefan Hajek
Executive Creative Director: Sterling Sanders
Art Director: Veda Nagpurkar