The Client Goal
Deighton runs dTIMS, an infrastructure asset management system for a wide variety of roles and industries. They wanted to create an infographic targeted at engineers, elected representatives, and government employees. It would show how public services suffer without adequate infrastructure management and what Deighton can do to help. The visual communication piece would be used as a handout at trade shows, and they wanted it to use much less text and have more white space than the handouts they’d seen from other companies.
The professional nature of the target audience drove our decisions on fonts, colors, and the styles of the icons and illustration. We proposed a bridge image to help illustrate the challenges poor infrastructure management creates (the crumbling bridge on the left) juxtaposed with the strength and structure that Deighton solutions provide (the reinforced bridge on the right). A horizontal orientation made the most sense to accommodate the bridge. By dividing the design into 3 columns, we incorporated a 3-step narrative into the copy (problem, consequence, solution), while simultaneously showing the bridge across 3 stages of improvement.
- B2B Content Marketing
- B2B Marketing Infographics
- Visual Marketing for Government & the Public Sector
- Visual Marketing for Technology Companies
- Visual Marketing for the Manufacturing Industry