Commerce · 2024
B2B, taken seriously
A campaign and content system for B2B buyers — research reports, case studies and the pages that carry them.
B2B content gets produced quickly and consumed slowly. A buyer behavior report or a customer case study has to survive being downloaded, skimmed, forwarded and eventually read by someone who wasn’t in the original conversation.
I art-directed and designed this body of work — reports and ebooks, case study layouts, and the landing pages and campaign assets that carried them — across a single editorial system rather than as a series of one-offs.
Scope
- ReportsBuyer behavior research, ebooks
- Case studiesCustomer stories, layouts
- WebLanding pages and templates
- CampaignSocial, email, paid assets
The audience
Buyers who read before they buy.
B2B decisions involve more people and more scrutiny. The work leaned into that — research and evidence designed to be read properly, not skimmed past a stock photo.
The data
Charts that make the argument.
Research findings were drawn in one consistent visual language, so a reader learns how to read one chart and can read every chart in the report after that.
The system
One look, many formats.
Covers, interior spreads, landing pages, social cuts and sales collateral were built from shared layout rules, so each new asset started from something rather than from nothing.
“Evidence only persuades if someone can actually get through it.”
Gallery
Next project
Launching CPQ
Product marketing design for a launch that had to explain something complicated without looking complicated.