Lead Graphic Designer & Design Researcher
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.
The Brief
Utilize 2024 survey data and continue establishing thought leadership in the accounting cybersecurity space.
Provide accountants with resources to understand modernization steps for their firms.
Give accountants and firms the ability to quickly measure their modernization level based on risk profile, tool sophistication, and cloud technology literacy, and benchmark their standing against similar-sized firms.
Create an ebook from survey data to drive the assessment. Generate leads via ebook downloads and a multi-tiered campaign promoting both the ebook and the new assessment.
Redesign the assessment with a modern visual identity and strengthened branding to establish credibility.
My Role
Lead the design research and execution of all visual components of the E-book, assessment, as well as campaign assets.
Concept and execute the Design system that would drive all assets, providing continuity across platforms and media.
Create 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
Center the design strategy on a 5-stage icon system that anchors visual consistency across all assets and establishes the assessment as credible and approachable.
Position the ebook as thought leadership that balances modernization guidance with concrete data from the survey.
Deploy the design system and ebook visuals across the multi-tiered campaign to drive traffic to both assets; the ebook delivers tools and insights from 2024 survey data, while the assessment provides modernization guidance and captures consumer data at different stages of their tech adoption journey.
Results to date
95
328
small business owners completed the assessment, resulting in 40+ critical data points per respondent on firm operations.
White paper downloads stand at 328 to date, up 57% year-over-year.