Client: Ironpaper
Industry: B2B Growth Agency
Role: Senior Graphic Designer
Tools: Adobe Illustrator, Photoshop, InDesign and Figma
Deliverables: Content Offers, Ads, Blog Post Graphics, and Landing Page Designs
Project Type: Design Direction for Marketing Materials for 2022 B2B Marketing Research Report
Duration: 2 months

Project Overview:

Ironpaper is a B2B growth agency specializing in driving smarter revenue for companies with complex sales processes. They needed a visual design direction for their 2022 B2B Marketing Research Report—a comprehensive survey of B2B marketing leaders. The aim was to create cohesive marketing materials (including content offers, ads, and blog post graphics) that communicated key insights, showcased the value of the research, and aligned with Ironpaper’s brand. These materials were intended to generate leads and promote user engagement with the report.

The Challenge:

Ironpaper’s 2022 report provided crucial insights for B2B marketers on how to generate sales-qualified leads and optimize marketing strategies. The challenge was to visually present this valuable data in a way that was:

• Engaging and easy to understand

• Aligned with Ironpaper’s branding

• Visually compelling to capture the attention of their target audience

Design Direction:

I developed a design direction centered on clarity, professionalism, and modern aesthetics. The goal was to craft designs that simplified complex data while remaining true to Ironpaper’s brand identity. The visuals had to be engaging, ensuring users could quickly grasp the marketing insights being presented.

My Approach

To ensure the designs aligned with Ironpaper’s brand and strategic goals, I took a deep dive into their visual identity and tone. My design approach focused on:

1. Strategic Storytelling: Translating data-driven insights into a visually engaging format that captured the audience’s attention.

2. Data Simplification: Using clear and simple visuals to represent complex B2B marketing trends, ensuring content was easy to digest.

3. Brand Cohesion: Designing elements that remained true to Ironpaper’s modern, clean, and professional visual identity across various channels.

4. Lead Generation Focus: Strategically placing clear calls to action (CTAs) to prompt users to download the report and engage with Ironpaper’s services.

The Graphics & Design Breakdown

1. Report Landing Page Graphics
   I designed visuals for the landing page of the 2022 B2B Marketing Research Report, ensuring that key points of interest were highlighted and guiding users through the content seamlessly. The visuals emphasized critical marketing pain points and the evolving nature of the buyer’s journey.

2. Blog Post Graphics
   Graphics were created for blog posts to reinforce the key insights from the report. These visuals were designed to simplify complex ideas, making them easily digestible for readers, while also encouraging social media engagement and driving users to download the full report.

3. Ads for Lead Generation
   I designed ads for Ironpaper’s lead-generation campaigns, optimized for both desktop and mobile. The ads featured clear, concise messaging paired with visually engaging elements that guided users to download the full report and explore other Ironpaper offerings.

Results

The design work played a significant role in supporting Ironpaper’s lead-generation efforts and increasing user engagement. The outcomes included:

• Higher conversion rates from landing page visits to report downloads.

• Improved engagement with blog content, supported by the strategic use of visuals.

• Strengthened brand consistency, reinforcing Ironpaper’s position as a thought leader in the B2B space.

Final Thoughts
This project was a great opportunity to contribute to Ironpaper’s marketing strategy by delivering high-quality, visually compelling materials. By focusing on clear, intuitive design, I helped make complex marketing data more accessible and actionable for their target audience, which directly contributed to increasing lead generation and user engagement.

Key Takeaways

• Brand Consistency: Maintaining cohesive brand identity across all marketing materials.

• Data Simplification: Effectively distilling complex information into digestible, engaging content.

• Lead Generation: Designing materials optimized for driving conversions.

• Collaborative Design: Working closely with Ironpaper’s marketing and strategy teams to align design with business goals.