Visual Designer (Lead)
Formant
Social media & Print
10 to 1000
Designed a white paper focused on prioritizing clarity, engagement, and accessibility while staying true to Formant’s brand identity. The challenge was to create a resource that educates users on scaling their companies while driving conversions for Formant. The goal was to enhance the reader’s experience by making the content visually appealing, easy to digest, and seamless to navigate.
BackgroundDesigned a white paper focused on prioritizing clarity, engagement, and accessibility while staying true to Formant’s brand identity. The challenge was to create a resource that educates users on scaling their companies while driving conversions for Formant. The goal was to enhance the reader’s experience by making the content visually appealing, easy to digest, and seamless to navigate.
I created two distinct iterations to showcase our guide on the website:
A static version
Mouse interactive
Collaborating closely with the marketing team, I was given the creative freedom to lead the project based on their rough drafted content. I began by thoroughly reading the draft to understand both the message we wanted to convey to customers and how best to design for that purpose.
With the goals clear, I developed multiple design drafts, leveraging the 10/50/99 rule to iteratively refine and finalize the layout. Ensuring the design aligned with Formant’s brand identity was critical—I incorporated our logo shapes and brand elements throughout the white paper to maintain brand recognition. At the same time, I focused on creating a layout that was aesthetically pleasing, breathable, and engaging, ensuring the content would be easy to navigate, resonate and digestable with readers.
Approach
The white paper achieved significant success, generating new leads and enhancing Formant's recognition as a leading robotics company. The design received such positive feedback that the marketing team and CEO decided to print it for distribution at a major conference, further amplifying its reach. Additionally, I created a motion graphic to promote the white paper on LinkedIn, capturing attention and driving engagement. This combination of compelling design and strategic marketing not only brought in new prospects but also solidified Formant’s brand presence in the robotics industry.
Impact