Explore how design might improve the perception of Marketing Architects as a data-driven company.

Marketing Architects, 2023
Art direction, design

Results of our brand study revealed lower-than-expected perception scores for Marketing Architects as a data-driven agency. I considered whether we might use design to improve this perception.

We report data like any other agency. But our all-inclusive model is also rooted in effectiveness principles. This means we often communicate conceptually, both internally and as a contrarian marketing tactic.

Historically, we’ve communicated these conceptual ideas through text and speech. I wanted to give us a framework for transitioning these concepts not just to words, but to data visualizations.

So I plotted a decision tree for translating concepts to data visualizations, and championed a style to bolster our data-driven nature.

RESULTS:

We closed the gap on perception versus importance by 10% YoY.