Northern Trust was looking for a way to modernize their yearly flagship Corporate Social Responsibility (CSR) report, as well as create a unique and engaging visual design to captivate multiple audiences, including investors, current employees, and potential applicants.
First, I explored the platform's capabilities and considerations, creating a proof-of-concept to better understand the available templates, how we might approach collaborating within the tool, and how we'll best create a new workflow between design and content.
After quickly gathering design inspiration based on previous designs and research of competitive and analogue examples, I created a board showing the three distinct proposed design directions and presented directly to the Chief Marketing Officer for feedback.
We ultimately decided to move forward with the third direction, "Impacting Future Generations," a concept based on using a double-exposure photography treatment, pairing silhouetted imagery combined with masked imagery of the environments surrounding them, showing the impacts an individual can have on future generations.
I later evolved the theme to incorporate specific color overlays to designate the different sections within the report, as well as created a distinct color palette and visual treatment for key statistics and iconography.
Following approval of the layout for a single section, I then laid out the content for each remaining section of the report, creating new imagery or adapting stock images to suit the individual needs of each page.
The final step was to create the accompanying campaign collateral to promote the report across social media and the northerntrust.com website.