ZoomInfo The Pipeline
Zoominfo launched a new publication, The Pipeline, in 2021. The Pipeline offers data-driven strategies, tactics, and plays for sales, marketing, and recruiting professionals. Zoominfo’s marketing team wanted to differentiate The Pipeline as more than a “corporate blog” with a unique identity. I developed concepts for The Pipeline, inspired by the Bauhaus movement. My role was to develop an illustration style, build an asset library, and design collateral.
Role
Brand Illustration, Brand Design, Creative Direction
Team
Hayden Currie (Brand Designer & Illustrator)
Sean Brodeur (Motion Designer)
Bank Phrom (Motion Designer)
Illustration System and Library
The marketing content and design team was under constant tight deadlines. Graphics accompanying each article had to meet the pace of rapid publishing deadlines. Inspired by Bauhaus, I devised an illustration system composed of geometric shapes that can “build” on top of each other to form pictograms, images and patterns. The marketing design team utilized this library to rapidly develop graphics, significantly reducing the time to deliver assets.
Typeface
The Pipeline categorized content tailored to a target audience. The categories would grow as Zoominfo broaden their products. I designed a typeface utilizing the basic geometric shapes of the library. The typeface was used both for graphics and as logo marks for each category.
Illustrations
As the topics covered by The Pipeline grew, I expanded the illustration system to include characters and objects. When The Pipeline content was not accompanied by extensive copy, such as in ads or whitepapers, less abstract imagery communicated ideas more clearly.
100 Pipeline Plays
“100 Pipeline Plays,” is a comprehensive guide to every stage of the sales cycle, compiling 100 strategies into more than 200 pages. The book leveraged the illustration system to add visual interest and communicate the focus of each chapter.
Website
Published on the Zoominfo website, The Pipeline saw an increase in website traffic and average time on page.
Promo Video
Upon release of The Pipeline, a promo video was produced to market its launch. The illustration library provided guidance for the motion designers to work in parallel to meet the launch deadline.