White Papers

Euromonitor International publishes white papers as lead-generating marketing materials. I directed the overall design of the series, which was produced by the company’s communications and marketing team using an InDesign template created by my design team. Whilst my team did not produce the papers, we did create the covers and some graphics. Occasionally I contributed directly to a white paper by designing information graphics.

Skills Applied

Brand management
Design management
Editorial design
Information design
Data visualisation

My team supported the communications team as they produced their white papers. We offered training, design help, technical support, and updated the templates to reflect the evolving needs of the communications team. My team created the covers and internal graphics, some of which I designed when the paper’s producer wanted information graphics to buttress the text.

The white paper covers drew upon an illustration library my team developed over the years. White papers distinguished themselves from the “premium” marketing content, or brochures, via colourful illustrations and a lighter tone vis-à-vis the black-and-white photography and more restrained use of colour in the brochures. Whereas the white papers aimed to repurpose research content for the general public, the brochures intended to sway potential customers to subscribe to Passport or purchase reports or commission bespoke research.

Inside the papers, I and my team left the general layout to the communications executives, offering advice and suggestions when wanted. For the more complex charts, diagrams, and maps, I directed their design if I did not create the graphics myself. On occasion we repurposed our existing datagraphic content for the papers. Additionally, the brand allowed for content in local languages, e.g. Mandarin, and the white paper templates allowed for localised content to be produced, sometimes requiring me to retouch my datagraphics.

Deliverables

External

8 published white papers
~32 pages/paper

Internal

1 InDesign template
1 style guide/manual
Training sessions

Select spread from Euromonitor International's Consumers in 2016 white paper

Select spread from Euromonitor International's Economies in 2016 white paper

Select spread from Euromonitor International's Cities in China white paper

Select spread from the Mandarin version of Euromonitor International's Cities in China white paper

Select spread from Euromonitor International's Consumer Trends in 2016 white paper

Select spread from Euromonitor International's Ingredients white paper

Select spread from Euromonitor International's Natural Resources white paper