Future of Work Campaign
As part of GetSmarter’s exciting rebranding initiative, their launch strategy involved the creation of the Future of Work report. This report aimed to solidify GetSmarter's credibility as a trusted brand among consumers, offering comprehensive insights and trends in the ever-changing workplace. My role in this project was to craft two distinct landing pages for the report's launch campaign—one tailored for the broader consumer base (B2C) and another strategically aimed at corporations (B2B), each with its unique messaging.
My Role and Responsibilities
I designed the landing page interfaces and optimized the supplied graphics and content for seamless web presentation. Throughout the design process, I collaborated with various stakeholders such as brand representatives, content writers, developers, and designers to ensure the delivery of a polished and effective final product.
Credits
UX Research and Proposals: Joe Vogel
Creative Direction: Marteli Kleyn
Animated Video: Jason Rist
Data Visualization: Elizabeth Nel
Illustrations: Luke Paulsen
Goals and Objectives
The primary goal was to position GetSmarter as a brand that consumers could rely on as their trusted partner in navigating change. We aimed to build credibility, increase awareness, and highlight the quality that defines GetSmarter. The report itself was crafted to assist GetSmarter's consumers in navigating changes, both in their personal and professional lives. To support this goal, the landing page's ultimate objective was to inspire viewers to download the report, engage with featured blog articles, and sign up for the newsletter to stay informed about ongoing content offerings by GetSmarter.
Research and Discovery
The report is based on comprehensive research data gathered from over 8,000 respondents globally. The look and feel of the report itself (showcased above) informed the creative approach to the landing pages, ensuring visual consistency throughout. Furthermore, a competitive analysis was done to investigate how to optimally showcase data visualisation on webpages for enhanced content consumption and engagement.
Designs and Deliverables
The landing pages served as the campaign's central hub, providing access to the full report, supporting blog posts, and an animated campaign introduction video, and encouraging further engagement by enticing consumers to sign up for the newsletter. Opting for an overall dark visual approach sets the landing page apart from the rest of the GetSmarter marketing website and its social content, effectively capturing and retaining attention.
User Journey
Final Designs
In Conclusion
Challenges and Solutions
It was important to highlight crucial stats on the page to captivate viewers’ attention. To seamlessly link the two landing pages, a dedicated banner strip was strategically placed at the end of each page, facilitating easy navigation between the consumer-facing and corporate content. This was consciously done to cover all bases, ensuring that visitors, whether from organizations or the general audience, could effortlessly find the most relevant content.
To wrap things up
Leveraging GetSmarter's stats, research, and insights, enabled me to paint a comprehensive picture, establishing the brand as a credible source and thought leader in the space. This strategic positioning not only enhances the brand's credibility but also carves a unique angle that resonates with the audience.
