Problem
EDC needed a stronger way to engage prospective audiences through an email-acquisition campaign. Rather than relying on web articles and isolated diagrams, the goal was to turn complex trade-related information into a cohesive, visually rich narrative that business owners could absorb quickly.
Strategy
EDC’s business and data analysts defined the narrative and supplied the data. My role was to translate that material into clear, approachable visual stories—giving major figures room to breathe, establishing a strong hierarchy, and helping readers understand the key message at a glance.
My Leadership
I developed and presented the design concepts, working closely with EDC decision-makers to refine and approve the final direction. I then collaborated with developers to bring the work to life through dynamic transitions and progressive data builds.
Creative Work
While campaign metrics were not conclusive, the project received strong feedback and led to three additional infographic projects. The work established a more engaging way for EDC to translate complex information into digital stories.
Result
Building on EDC’s established brand, I designed the experience as a sequence of visual screens. Each screen focused on one element of the story, using large imagery, bright colour, and purposeful motion to create momentum and invite readers to keep scrolling. The result made complex information feel more engaging, human, and easier to stay with.