The Client Goal

Guidant Financial, a company that helps small business owners leverage their 401(k) for funding, conducted a survey of nearly 1,000 proprietors across the U.S. to identify the anatomy of a small business owner in America. With the opportunity to present the results on, Guidant sought graphic design services to visualize the data in a way that would connect with their audience as well as the primary audience for Entrepreneur.

The Solution

Because Guidant’s target audience primarily consists of business owners ages 40 and above, we chose to focus the infographic design entirely on visualizing the data rather than primarily employing illustration, which might speak to a younger clientele. To further the Guidant brand, we used their color palette throughout. In addition, because of the placement on Entrepreneur, we chose to use a traditional editorial layout as opposed to a long-scroll infographic to maintain authority and let the data speak for itself.