We created a beautifully designed brochure with clear data illustrations that was highly received in the industry. We are proud of the piece Lincoln Financial Group has added to their portfolio with this brochure.
Challenge
Lincoln Financial Group was launching a modern annuity product in collaboration with a partner company but lacked a compelling, growth-oriented communication tool. They needed more than a beautiful brochure—they needed a strategic asset that could drive engagement, inform stakeholders, and support acquisition and brand differentiation.
Strategy
I led both art direction and strategic planning to elevate the brochure beyond design:
- Conducted competitive reviews to assess visual and messaging gaps in existing product communications.
- Developed mood boards that informed a bold aesthetic direction aimed at modernizing the brand alongside product innovation.
- Crafted impactful data visualizations and messaging that conveyed value clearly and persuasively, designed to engage advisors and prospects.
Execution & Leadership
- End-to-End Direction: As both the strategist and art director, I oversaw concept development, visual execution, and stakeholder alignment.
- Cross-Functional Collaboration: Worked closely with copywriters, designers (Ken Velasquez), and internal product stakeholders to ensure strategic messaging and visual cohesion.
- Brand Modernization Initiative: Positioned the brochure as a key touchpoint in Lincoln’s marketing funnel, aligning with broader efforts to modernize brand communication.