Global Food Safety Training White Paper

My Role:

Art direction, concept, graphic design, photography

Company:

Intertek Alchemy, a global B2B SaaS brand that provides frontline worker training to 1,500 clients, at 7,500 plants, engaging 1,000,000 workers

Campaign Goal:

Generate new contacts from landing page form submissions, as well as position Intertek Alchemy as a thought leader in food safety training.

Audience:

Food manufacturers

Pain Points:

Other companies only offer raw research data that lacks thoughtful analysis, is not comprehensive enough, or is not specific to food safety training.

The Global Food Safety Training White Paper is a highly anticipated study in the food manufacturing industry. In the past, typical chart and graph designs were used, and the content was usually dry and quite lengthy, so I wanted to add more visual interest to make it more engaging and memorable.

Since the content was about food safety, I created the graphs from real food. I conceptualized each graph with sketches, carefully considering which food items and arrangements would work best to represent the complex data. I then purchased the food from a grocery store, cut and staged the items, did the lighting, photography, and Photoshop editing. I also designed the final 26-page paper itself.

The work was a success, as it had more downloads than any previous year, as well as numerous media mentions. Our marketing campaign promoting the report, for which I also did art direction and design, won the 2021 Integrated Campaigns Distinction Award from The Communicator Awards.