UserZoom – State of UX 2022
Designing a flagship demand generation campaign
The state of UX, is an annual demand generation campaign created by UserZoom, a user experience research company. Its objective is to update all industries on the latest development in UX over the past year.
Their Challenges
Due to UserZoom going through a brand refresh, there was a need to re-visualise their flagship demand generation campaign. I took this project on personally as it presented an immediate opportunity to get to grips with the brands identity as well as revealing any brand identity problems.
The brief
This campaign had become one of the biggest for UserZooms marketing team. This year there was a focus on telling a precise story based in evidence from 42 countries. The annual report needed to be driven by insights, easy to consume and visualise how the brand could be used across all ebooks and reports going forward.
The results
The annual report enabled me to rebuild the typographic system. Utilising the colour palette to highlight significant insights as well as implementing the use of baseline grids to enable easy readability. We focused on reducing the text as much as possible allowing us to reposition product shots and infographics. Which also became the key visual assets across all campaign collateral. The campaign was a resounding success and out performed all previous years. The campaign also garnered internal support across the company due its new refreshing visual approach and its impactful content.
