Unruly’s Super Bowl LII Whitepaper

Every year Unruly tests the Super Bowl ads with our product UnrulyEQ to determine which were the most effective emotional ads for that year. For the design of the Super Bowl LII Video Impact Study, I wanted to step outside of Unruly’s comfort zone. After the brand relaunch in early 2018, we had a new logo, new colors, and new product messaging, so why not design something new, something we’ve never done before, for the Super Bowl whitepaper as well?

For this project, I worked closely with the Marketing and EQ team to create something informative, yet fun. Sometimes an abundance of data thrown at you can be intimidating or boring. Our goal was to make this whitepaper the complete opposite.

I’ve always loved mixing geometric patterns and shapes in my layout designs and I wanted to take that to the next level with this project. I really played up the patterns and lines, but harmoniously incorporated stats and copy within those shapes to make it look seamless, but eye-catching. Every page should draw you in.

Some illustrative elements were created in Photoshop and all graphs were created in Illustrator. All individual elements were brought into InDesign where the final composition was created.

Along with the whitepaper itself, I also created a few Facebook ads to promote the whitepaper and encourage downloads. I mixed elements of the whitepaper design with our existing Unruly emoji branding to create fun, engaging ads.