Brief: Zendesk’s annual CX Trends report is the largest campaign of the year. In previous years, it was a 50 page PDF. CX Trends 2021 was the first year we made the report an entirely interactive experience. The art direction lives on today in the 2022 report which you can check out here!
Outcome: The marketing strategy for the 2021 report was to create “anchor” campaigns around each of the 5 trends. To keep the campaigns fresh throughout the year, we decided to give each trend its own color palette, texture, shape, and personality. I facilitated a workshop to give each trend a look and feel. We gave each trend a name, a texture, a zodiac sign, a catchphrase, likes, and dislikes. These characteristics informed the final 3D renders. We also designed a scalable 2D design system to complement the 3D renders, that allowed us to quickly produce all the campaign assets and data visualizations.
My role: I was responsible for leading the art direction and brand strategy of the CX Trends 2021 campaign. I pitched the concept of designing Zendesk’s first fully interactive report and derivative content to Marketing leadership. I also lead the design of all campaign assets – including landing pages, an interactive quiz, email banners, event branding, and social assets.
Team:
Erin Pinkley – VP, Creative
Marta Dymek – Art Director, 3D Artist
Tamara Austring – Producer
Cristina Mendoza Magari – Art Director, Data Visual Designer
Julia Oller – Copywriter
Corey Gedrose – Copywriter
Elias Rabeh – Designer
Daniel Petersen – Sound Designer
Hazel Wong – Designer
Sara Farnsworth – Animator
Larissa Vaz – Creative Director
Sam Bathe – Art Director
Philip Kanaris – Producer
Kim Mar – Art Director, Designer
Margarida Chincho – Designer
Rob Hiroshima – Animator
Marja Siu – Animator
Julie Campbell – Animator
Ariana Blair – Producer
Adam Menton – Production Designer
Paige Carrington – Production Designer
Silvana Yaneva – Digital Designer
Kevin Tsukii – Producer