Close collaboration with writer John Carruthers identitfied key themes during a thorough interview process with the technology team.
A strict baseline grid and rigourous typographic system generated the systematic visual language and structure of the publication.
The cover is compromised of five interlocking icons representing each major section within. Built as an annual report, the thought was that each year would maintain this composition while applying a new aestehtic layer relevant to that year. The second iteration, shown here, uses a background texture from the UI of a recently launched product.
All content conformed to an underlying baseline grid. Three type sizes were used, each with a specific purpose and relationship to the grid.
The opening spread established the structure of the book and its corresponding thematic colors.
The highlight motif, a narrative device used throughtout the book, is introduced here revealing section-specific takeaways to readers.
In an effort to elevate the voice of our employees, each section opened with an quote from a leader within the technology organization and relevant datapoints on that topic.
Given the velocity of the project, the highlight motif was developed as a design solution to allow us to add clarity to our communication during any point of our process without disturbing the main narrative.
The margin space was used to add additional information to provide a level of visual and verbal richness to a relatively short and concise piece.
The iconography, typography, and color were inspired by the visual language of our products—creating a link between this marketing piece and the visible face of our technology manifested through the UI of our products.
Though primarily a piece for technologists, certain data-gathering and editorial exercises helped us extract certain details and sound bites that could aid our sales and marketing as well.
Bringing in creative resources outside technology allowed us to translate facets of Morningstar’s technology in a way that was accessible to resonate across all parts of the business.
This also served in beginning to verbalize a cultural identity and point of view for technology at Morningstar that was aligned with our brand and values, rather than specific technological facts and figures.
Along with designing the piece, I also shot all the portraits and photos to bring forth the same level of cohesion in its design to the photography.
Lastly, the conclusion provided a look at our technology strategy for the upcoming year along with relevant contact information.