Gen Alpha Report
Role: Art Director
Designer: Kelly Rice
Data Viz Designers: Sam Elbouez, Jes Standefer
Morning Consult’s Gen Alpha report is a great example of creative talent and efficient processes coming together to produce a successful outcome. Knowing that this report would be one of our 2023 tentpoles, we began our branding efforts months in advance. Following my art direction and sentiments relayed by the stakeholder, Kelly Rice was able to incorporate imagery of children and data illustrations in a sophisticated brand package. After receiving stakeholder approval, we developed a style guide and templates for the design team so that additional assets could be produced by other designers across the creative team. The data viz designers developed a chart style and collaborated with the authors on some of the more complex visualizations. A PowerPoint template was delivered to the Analysts ahead of their scheduled writing block and a working draft was delivered to our team for review. The review period was shared by visual design and data viz and completed within a few days.
Influencer Report
Role: Art Director
Visual Designer: Kelly Rice
Data Viz Designers: Sam Elbouez, Jes Standefer
The last report I art directed before taking maternity leave was the Influencer report. This report was a follow-up to a very popular 2019 report of the same name. I directed my designer Kelly Rice to take influences from that former report as needed, but to primarily have fun with this topic and lean on trending styles and a youthful look-and-feel. The branding options she delivered were incredible and we moved forward with the style you see below, incorporating bright colors, social media iconography, and 3D elements. From here, I worked closely with the data viz designers to incorporate some of these fun elements while keeping our data viz clean and sophisticated. The report was finalized and published while I was on leave and I was incredibly proud to see the final result.
Sustainability Reports
Role: Art Director
Designers: Khanh Pham, Kelly Rice
Data Viz Designers: Sam Elbouez, Jes Standefer
Our 2022 Sustainability package was a huge effort across the team. Each industry analyst developed their own report, resulting in 1 general overview and 6 industry-specific reports. For this campaign, I pulled in Khanh Pham to lead the branding. Khanh was primarily focused on client work and this was her first analyst branding project, so I also pulled in Kelly Rice to assist with execution. After creating a dynamic collage style, Khanh and Kelly developed guides and templates for the other designers to jump in and begin developing the additional marketing assets and deliverables for promotion. The scale of this report series resulted in a truly collaborative team effort that wouldn’t have been possible without the processes and efficiencies we had put in place.
Country Affinity Brand Playbook and Whitepaper
Role: Art Director
Designers: Natalie White
Data Viz Designers: Jes Standefer
The Country Affinity Playbook and whitepaper were largely produced while I was on maternity leave, however, I oversaw the beginning of its production and helped to solve some significant issues at the beginning of the process. To start, this was one of only a few reports we had developed with a vertical orientation. The stakeholder preferred this approach as it allowed for more copy and read more like a research paper. To assist the stakeholder in the production of the whitepaper I developed a Google Doc template rather than our usual process of using PowerPoint. I also helped the data viz designer Jes Standefer navigate a particularly challenging visualization that aimed to display an unreasonable amount of data points. We guided the stakeholder toward a storytelling approach that opened with a high-level overview and then dove deeper into a more nuanced view of each sector on subsequent pages.
