Company:

Lumen Academy

Is a training consulting that empowers individuals and organizations across Latin America and the U.S. with innovative training in mindset, communication, and productivity.

Project:

2020 Survival Handbook

This e-book helps individuals navigate the challenges of the COVID-19 pandemic, focusing on remote work. It offers practical tips for managing stress, enhancing communication, and optimizing home environments.

Outcome:

Editorial Design and Marketing Campaign

Skip to Final Design

Challenge

The sudden shift from office-based work to remote work during the pandemic brought significant challenges for companies. Many struggled with the lack of proper technology infrastructure, effective communication, and secure networks. Managers had to quickly adapt to supervising teams remotely, while employees faced isolation, burnout, and blurred boundaries between personal and professional life. Maintaining company culture and team collaboration became difficult without face-to-face interactions, requiring organizations to adopt new tools, workflows, and empathetic leadership to ensure productivity and well-being

Objective

To better understand how to adapt to this new scenario, we decided to benchmark how tech companies with pre-pandemic remote work practices and innovation consultants handled challenges that became universal during the pandemic. Learning from those experienced in managing complex and dynamic contexts allowed us to start with proven strategies instead of relying solely on trial-and-error methods.

This approach helped us move away from uncertainty and a sense of helplessness, showing that with the right insights and adjustments, we could navigate the situation with fewer setbacks. It also revealed valuable lessons about management and maintaining focus on objectives. Based on these insights, we developed the following objectives to promote this e-book.

Share our perspective

Communicate insights and strategies to effectively address the challenges of remote work.

Collaborate with others

Convey our desire to foster connection, teamwork, and knowledge sharing.

Bring optimism

Reinforce a message that inspires confidence and a more positive outlook on the future.

Stand out in the trends

Create a visual style that captures attention in a crowded field of similar topics.

Setting the Mood

Guidance

Provide clarity and actionable direction during uncertainty, reflecting the need for structured strategies to navigate challenges.

Transience

Symbolize adaptability needed for the ever-changing nature of the pandemic, emphasizing resilience and openness to transformation.

Main Concepts

Uncharted Exploration

Inspired by the need to adapt to the unknown challenges of remote work during the pandemic, this concept reflects the idea of venturing into new, uncertain scenarios with curiosity and resilience. It mirrors the benchmarking approach used to discover effective strategies beyond traditional methods.

Ocean Movement

Reflecting constant change and fluidity, this concept embodies the dynamic nature of adapting to new work environments and trends. Just as ocean currents shift and flow, it symbolizes the need for flexibility, continuous learning, and navigating through uncertainty with optimism.

Final Design

With the feelings and concepts defined, we can now focus on creating a solution that connects the identified challenges to the final design.

Waveforms were chosen to emulate the flow of water, symbolizing fluidity, adaptability, and continuous change. It creates an impression of complexity, reflecting the dynamic of remote work environment.

Lines helps to emulate a sense of direction and guidance, symbolizing clarity and purpose in navigating uncertain scenarios. The linear forms visually represent progress, continuity, and the pursuit of goals amidst dynamic environments

family font
Montserrat

Application

With all creative decisions finalized and the essential graphic elements developed, it’s time to bring the project to life through its final applications.

For this campaign, I designed a series of media posts that guide users to the landing page or direct them to  articles on Lumen Academy’s blog. To ensure a useful user journey, it was developed:
93
Media Posts
6
Blog Posts
1
Landing Page
1
e-Book

Results

Using Instagram (organic and Adsense campaign), LinkedIn posts and supplementing the campaign with content sharing to our client database, we achieved these results over a 90-day period:
4,672
interactions
likes and comments
511
shares
364
blog access
227
e-book downloads
4
external webnars
9
content
syndication
5
external publications
2
projects
with new clients
4
projects
with current clients