Whitepaper on Social Data surfaced around the Beauty Industry
Art Direction, Editorial Design, Photography
Art Direction, Editorial Design, Photography
The Research and Insights team at Spredfast publishes over 10 reports per year. These reports strategically target industries that align to sales goals in order to be used as lead generation tools. They often have a high degree of resonance with current world events or trends in social media marketing. My team's role is to facilitate the marketing promotional process, design the content of the report and work with a team of marketers to produce promotional assets that will be delivered to every channel (website, social media, email marketing, sales slides and event presentations).
My design team works collaboratively with the research team, the copywriters and marketing owners to create a compelling title, concept the key visual and create supporting visuals that address the strategic goals for the promotional assets.
To drive further connection with the subject matter, we took cues from trends in Instagram content produced by beauty influencers using a mix of raw and filtered photography. We organized an internal photo shoot to create a How-to story that we could feature on our cover, social promotional posts. The key benefit of organizing an in-house shoot serves a re-use purpose of the content: we capture additional takes and perspectives both motion and still footage that can be used over several cycles of promotion.
Our charge for cover Art + Copy aligns to the following template:
1. It must reflect the subject matter
2. It must communicate the data/insights component and
3. It must be clear that we're talking about social media data
1. It must reflect the subject matter
2. It must communicate the data/insights component and
3. It must be clear that we're talking about social media data
The cover is typically executed in the Spredfast house style of VizHack (which uses illustration to reveal the hidden layer of data insights or meaning). Ideally, we can organize our own photography shoot using our own models and props and design the photo around the typography layouts.
Chart made of scans of painted lines from mascara brush
The data visualizations come to life through a collaborative, iterative process often presented in the Spredfast house style mix of photography and illustration. For this report, I scanned over 6 different varieties of hair color and texture, collected cosmetics in which to create lines and color textures.
Chart made with scans of human hair
Key data points presented within commissioned illustration. Illustration by Maceo McNeff.
