RingCentral
Redesigned the Impact Report to better reflect the company’s brand and purpose.
Creative Strategy
Brand Design
Creative Direction
Team Management
Challenge
RingCentral needed to redesign its impact report to reflect the company's new brand look and feel more accurately. It also wanted to reformat the layout to improve the readability and engagement of its key audiences. Due to the pandemic and the limited number of in-person events throughout the year, the team needed to tell our DEI story with a minimal number of custom photography. Add a tight budget and a tighter timeline with multiple executive stakeholders, and we had a nice little design challenge on our hands.
Process
Once we aligned our stakeholders in a series of workshops, reviews, and checkpoints, we moved to development. Our solution for limited custom event photography and a small budget was to leverage our new brand illustration style to help bring RingCentral's impact story to life. The team delivered on the brief by developing a warm, approachable, and easy-to-navigate design. Next, we brought in Marco Cheatham to create a hero illustration that we could pull apart and repurpose as subsection graphics. Finally, the in-house team integrated Marco's work with a combination of existing illustration assets, brand line expressions, newly shot lifestyle photography, and a custom icon set to round out the layout.
“
We took huge steps forward this year. The report exceeded our engagement goals thanks to a more approachable design and layout. Plus, we established a process and format that makes evolving the report easy.
~ Siobhán Corley-Richards,
Senior Brand Manager ESG, RingCentral
Amplification
Collaborating with our ERG team, we decided to bring the illustration to life with some animations to use across our organic and paid media efforts. We integrated the animations with our key report insights and executive quotes from the year that captured the essence of RingCentral's diversity, equity, and inclusion impact.
Outcome
Our coordinated cross-team effort yielded a celebrated outcome. There was a clear ROI on the media investment, engagement was up year-over-year, and we designed a templated format that the ERG team could reuse to shorten the production timeline in the future. The in-house creative team also proved that they could lead and deliver high-visibility executive-level projects.
Role
I lead the in-house creative team in the concept, execution, and delivery of the 2021 impact report. During this process, I worked with key stakeholders, developing timelines, facilitating design workshops, and conducting creative reviews to ensure the on-brief and on-time delivery of the report and supporting assets.
Team
In-house design and motion team, contract illustrator, creative project manager, DEI team, AVP of Brand Purpose, CMO
Tools
Adobe Creative Suite, Figma, Google Drive, Wrike