Role: Creative Direction, Design
Image-making is a skill I have long stressed developing to my designers, especially the newbies. Particularly for formats some consider boring, such as whitepapers or presentation decks—where the temptation tends to be to look for the perfect stock photo or illustration to support a business topic. Often, new designers love to create illustrations for “fun”, personal projects showcased on their Behance account, but have a mental block when thinking about unique ways to approach imagery for business.
So, what better way to teach than by example? The following are a few instances of image-making for B2B, including two options for an A/B test that was performed on the NormalNow campaign that included social media, landing page, and webinar creative based on the imagery (not showcased here for brevity). Both NormalNow creatives performed just about equally as well (option B barely taking the edge) and contributed to generating one of the highest webinar attendance numbers to that date.
Note: I’ve also not included the interior design of the whitepapers here, to keep the focus on image-making. However, the format was digital only (not print) and each were in the range of 10-15 pages long).