Narrative and Visual Design

For my assignment this week I was inspired by Hyperakt, the design firm behind Pete Buttigieg’s presidential campaign design toolkit and the brand refresh for Girls Who Code. To continue with my theme of approaching all of my projects from an employee development standpoint, I decided to focus on a design refresh for a workplace campaign.

PwC Female Millennial Report

I found a report from PwC on how employers can better recruit and retain female millennials. They created an executive summary in the form of a standalone website as well as a downloadable report with more insight into their study.

In looking through their report, I found the information to be compelling but the design to be lacking. Specifically, their use of PwC-only brand colors gave the report a very stiff feel and didn’t properly reflect the more youthful, vibrant population the report targets.

Design Approach

My approach to this design was inspired by a series of Unsplash stock photography from Women of Color in Tech and the vibrant colors Hyperakt used in their Girls Who Code brand refresh.

I chose brighter versions of the classic PwC red and yellow to ground the design to their overall brand, but then expanded the color palette to include both a light and dark blue. The colors were implemented in my refreshed design in a way that was more modern through the use of offset color blocks and clean lines.

Color Palette

#FF4000
#FF4000
#FFB400
#FFB400
#00A6ED
#00A6ED
#0D2C54
#0D2C54

Refreshed Design

In addition to using updated photography and design colors, I also replaced the term “workforce” with the more approachable “workplace” in the design mockups.

View full design mockup

Attributions

All icons created by the following designers from the Noun Project:

  • ethnicity by MRFA
  • Graduation Cap by David
  • Globe by Chris Tucker
  • chat by arif fajar yulianto
  • Money by Creative Stall

All photos from the following photographers on Unsplash:

  • Christina @ wocintechchat.com
  • ThisisEngineering RAEng