Redesigning an existing piece of collateral for a client presents its own unique set of challenges. Do you polish up the existing piece, or scrap the whole design and move in a completely different direction? In this case, it’s the latter. Gone are the stock photos of smiling CEOs, replaced instead with super flat illustrations that hew as close to iconography as possible. Paradoxically, less specificity of visual detail (particularly when it comes to people) invites greater personal investment on the part of the reader. The result is a redesign that feels totally different, yet still on-brand.
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