Year Of You: An Annual Persado Leadership Content Program (2019)

For Persado’s first annual report on the most effective words in marketing, brand was tasked with producing a timeless report design and promotions program that brought the architecture of language to life for our target.

The Year in Words report detailed what Persado’s machine learning technology uncovered in our 2019 client data at a micro level: identifying conceptual patterns of words that impact how people make decisions, behave and take action. These words were the most powerful of 2019. After much exploration, the brand team delivered a design showcase for a report and promotions program worthy of the gravity of the data.

Isometric design is characterized by placing objects or typography in a two point perspective with “vanishing points” to the left and right of the objects. Our Isometric design for the most effective words of 2019 program had two benefits. The first is it brought prominence and attention to the word forms and the beautify of the typography. It’s a more subtle way to showcase our featured words without overpowering the surrounding content. The second benefit is the architectural and structural components isometric design reveals. We can craft a story around these words being the foundational elements that supported the most compelling messaging of the past year. Our new design was applied to not only the report itself, but also promotion materials designed to bring this thought leadership piece to life on our website, in emails, and across social channels graphics used for promotion and free-trial downloads.