The Evolving Role of the Modern CMO
Researched and written by Adverity’s content team, this research report helps CMOs recognise the traps shaping their evolving role, and how Adverity can help.
CLIENT
Adverity Technologies Ltd
YEAR
2022
ROLE
In-house, Senior Designer
SERVICE
Editorial, Social & Motion Design
01 - OVERVIEW
Inspired by evolution, built for impact.
The Evolving Role of the Modern CMO began as a research report we needed to present externally to existing and potential clients. We were already at a point where our branding between 2015 - 2022 was becoming outdated,, so this became a chance to push our colours, graphics, and layout choices further while still feeling recognisable as Adverity from this era. I led the concept, art direction and asset creation, landing on a set of five illustrations showcasing a CMO's journey, drawing inspiration from Darwin's theory of evolution.
02 - PROCESS
Built to evolve across every format.
Each of the five stages was designed to work as a standalone illustration as well as part of a larger sequence, so the same artwork could carry across the report, social posts, and print formats without losing its core idea. I worked through the illustration set alongside the report layout itself, making sure the playful style held together at every scale, from a full spread down to a single social.
03 - CREDIT
A little shoutout to the people involved.
HEAD OF CONTENT
Tom Rennells
CONTENT MANAGER
Lily Johnson
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