Reach, Revenue & ROI Campaign
Explore how design might improve the perception of Marketing Architects as a data-driven company.
Marketing Architects, 2023
Art direction, design
Results of our 2023 brand study revealed lower-than-expected perception scores for Marketing Architects as a data-driven agency. The marketing team quickly went to work. We were challenged to think of ways to improve this datapoint in our day-to-day work.
I considered this challenge while working on a whitepaper. Of course, the visual equivalent of “data” is charts and dataviz. But our whitepapers were often more conceptual than numbers-heavy. So I plotted a decision tree for translating concepts to data visualizations, and utilized a style where concepts are plotted on an axis to make them feel more data heavy.
The biggest headwinds for this project were time and project complexity. I tackled this by chunking out the project, both to give myself small wins and to keep my manager better informed.
RESULTS:
Ultimately, we’ll measure changes in brand perception with a brand study at EOY. The whitepaper campaign itself was a success, leading to spiked web traffic and hundreds of webinar attendees.
REPORT:
WEBINAR SLIDE DECK:
