Project Overview

Client: Cisco
Industry: Networking and Telecommunications, Cybersecurity, Cloud Computing and Data Centers, IoT (Internet of Things), Software and Services for IT Infrastructure
Role: Senior Graphic Designer
Tools: Adobe InDesign, Adobe Illustrator, Photoshop
Project Type: Corporate Resource
Duration: 2 months

For the Catching Up to the New Speed of Research resource, Cisco wanted to create a visually engaging content offer that resonated with their audience—business decision-makers and IT professionals. The goal was to make a technical and data-heavy topic about research and innovation feel approachable and compelling.

As the graphic designer for this project, I worked closely with Cisco’s internal marketing team, ensuring the design adhered to their brand guidelines and standards, while also incorporating elements that visually communicated the theme of speed and technology.

The Challenge

The primary challenge was to visually represent the concept of "speed" and "technology" in a way that aligned with Cisco’s branding, while also being engaging and easy to digest for a technical audience. The design needed to:

• Follow Cisco’s brand guidelines and visual identity.

• Incorporate the theme of speed and innovation, reflecting the research and technological advancements discussed in the content.

• Create an aesthetically appealing, cohesive design that maintained reader engagement throughout the content.

Research & Strategy

To start, I thoroughly reviewed Cisco’s brand book and design guidelines to ensure that the visual elements I incorporated were consistent with their established identity. I also collaborated closely with the content team to understand the key themes and messages that the whitepaper needed to convey.

The theme of "speed" was central to the project, and I wanted to use dynamic shapes and movement in the design to symbolize the cutting-edge technology discussed in the paper. I conducted research into common visual metaphors for speed (like fast-moving lines, circular motion, and angular shapes) and worked on ways to integrate those ideas harmoniously with the content.

Design Concept

• Color Palette: I maintained Cisco's core brand colors but incorporated gradients and additional shades that communicated motion and energy, giving the design a sense of speed.

• Typography: The use of bold, modern fonts helped capture the dynamic nature of the content, with clear distinctions between headings, subheadings, and body text to make the whitepaper easily scannable.

• Shapes & Patterns: I integrated geometric shapes like circles, squares, and rectangles into the layout. These shapes were carefully chosen to evoke motion and speed, while their harmony within the design helped establish a sense of technological balance.

• Images & Photo Cropping: Photos were cropped and placed dynamically to create a sense of movement, with certain images framed within shapes to reinforce the concept of research and innovation. The images aligned with the content while adding to the energy and visual flow.

Execution

Once the design direction was finalized, I developed several drafts, each highlighting different approaches to the layout, shapes, and photo placement. After receiving feedback from the Cisco marketing team, I refined the design, focusing on:

• Ensuring that the key themes of speed and technology were emphasized in both the layout and the visual elements.

• Creating a clean, cohesive flow throughout the resource that guided the reader’s eye naturally from section to section.

Results & Impact

• Engagement: After launch, the resource saw a significant increase in engagement, with a higher download rate compared to previous content offers. The design helped elevate the content's impact by capturing attention and making the material more accessible.

• Brand Alignment: The final design adhered to Cisco’s brand guidelines, ensuring consistency across all touchpoints while introducing creative elements that reinforced the theme of innovation and speed.

• Positive Feedback: The internal marketing team was pleased with the final outcome, especially appreciating how the design visually represented Cisco’s expertise in research and technology. External users also praised the whitepaper’s professional and modern aesthetic.

Conclusion

This project was an exciting challenge that allowed me to merge creative design with technical content. By incorporating geometric shapes, strategic cropping, and a focus on speed, I was able to visually communicate the key themes of the whitepaper while adhering to Cisco’s brand identity. The result was a cohesive, visually dynamic piece that not only aligned with Cisco’s marketing objectives but also drove business outcomes.

Key Takeaways:

• How using shapes, color gradients, and photo cropping can symbolize complex ideas like speed and innovation.

• The importance of collaborating with internal teams to maintain brand consistency while adding fresh, creative elements.

• How to design content that’s visually engaging while remaining functional and clear for a technical audience.