Creative Direction | Zipwhip’s 2020 State of Texting Campaign

A data-informed visual system built around repetition as both insight and design structure.

Challenge

Translate dense behavioral data into a system that makes patterns visible without oversimplifying the information.

Insight

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—rhythms in communication behavior rather than isolated actions.

Strategy

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.

Experience

The design system turned dense data into an engaging, memorable experience. The system created continuity across report design, digital assets, and campaign materials while allowing flexibility for different outputs.

Impact

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