2025 Modern firm assessment and campaign
Establishing Rightworks as a thought leader in the accounting cyber security Industry, while helping accountants understand their potential security pitfalls, and their business’ readiness to incorporate more advanced tools.
Rightworks | Campaign
The Brief
Utilize the data from the previous years 2024 survey and continue their efforts to establish themselves as a thought leader in the accounting cyber security space.
Give accountants and accounting firms the ability to quickly measure their current level of modernization as calculated by their risk against potential threat, the sophistication of their tools, and their understanding of cloud based technology; as well as have a reference point to how they compare to firms of similar sizes.
Provide the resources to accountants who take the assessment to understand the steps they need to take to modernize their firm.
Create an Ebook from the previous years data and use it to point to the new assessment. Generate leads via the downloading of the ebook and a multi-tiered campaign that pointed to both the ebook, and the new assessment.
Improve the assessment visually, the old version looked sophmoric, and had very little branding, leading multiple to wonder about its legitimacy.
My Role
Spearhead the design research and execution of all visual components of the E-book, assessment, as well as campaign assets.
Concepted and executed the Design system that would drive all assets, providing continuity across platforms and media.
Created a ranking system that was both visually appealing, outlining the 5 stages of modern firm development, while not relying on a 1-5 rating system that might make those who fall into lower categories feel disheartened and less likely to take action towards improvement.
My Strategy
Start with the visual language of the 5 stages. Those icons will drive the entirety of all assets that follow providing both a visual connection across all assets as well as being a core part of making the assessment feel legitimate and approachable
For the ebook, as a thought leadership piece, balance the idea of modernization with the hard data that the results provided.