Creative Direction | Zipwhip’s 2020 State of Texting Campaign

Question

How can a visual system make complex data engaging, clear, and memorable while reflecting the theme of the report?

Exploration

The State of Texting report dives into business and consumer texting trends, packed with insights and numbers. For the 2020 release, patterns in the data suggested a theme of repetition. The challenge was to translate these trends into a visual system that would carry across the report, digital assets, and marketing materials, while making the information accessible and visually compelling.

Expression

My team designed the 2020 State of Texting type lockup as the focal point of the report’s cover and extended that theme throughout all assets. Repeating numbers and textures were thoughtfully incorporated to create visual continuity and reinforce the theme. The visual system was applied across videos, advertisements, social media graphics, and the report itself, giving the entire campaign a cohesive, award-winning look.

Meaning

The design turned dense data into an engaging, memorable experience. Readers could intuitively understand the report’s focus, while the consistent visual system strengthened Zipwhip’s brand presence and elevated the impact of the State of Texting as a thought leadership asset.

Creative Director: JP Flores
Content Marketing Manager: Natalie Schwab
Copywriters: Cynthia Goldsworthy, Carlene Reyes
Videographer: Tom Hanny
Digital Designer: Danielle Patlak
Visual Designers: Kira Hadalski, Daisy Fry
Motion Graphics Artist: Autumn Schrock