Quick Summary (TL;DR)
➡️ Problem: The company's outdated collateral lacked consistency and failed to reflect the professionalism of its DAM software suite, damaging brand credibility in a competitive B2B market.
➡️ Problem: The company's outdated collateral lacked consistency and failed to reflect the professionalism of its DAM software suite, damaging brand credibility in a competitive B2B market.
➡️ Role: I led the creative strategy, art direction, and design of collateral, including brochures, case studies, white papers, and other printed assets.
➡️ Solution: Redesigned a unified collateral system with modern layouts, scalable templates, and consistent branding.
➡️ Elevated brand credibility and sales effectiveness, resulting in increased revenue.
Keep reading for the full story behind my process and approach.
Intro/Background
IO Integration, a B2B company specializing in powerful DAM (digital asset management) tools, faced a credibility gap. Their marketing materials looked dated and inconsistent, undermining the sophistication of their technology. They needed collateral that projected trust, professionalism, and alignment with enterprise-level clients.
This design case study examines a key question: Can thoughtful collateral design elevate a company’s perceived value and strengthen its ability to compete in a crowded B2B market?
The Problem
IO Integration’s existing collateral was hurting more than helping. Through stakeholder interviews and review of sales materials, several pain points emerged:
IO Integration’s existing collateral was hurting more than helping. Through stakeholder interviews and review of sales materials, several pain points emerged:
❌ Outdated design: Materials lacked polish and professionalism, sending the wrong message to prospective clients.
❌ Inconsistent branding: No unified design system to tie together collateral suite, presentations, and digital campaigns.
❌ Missed sales opportunities: Poorly designed collateral failed to build confidence or support the sales process.
❌ Scaling risk: Without a design framework, growth would only amplify inconsistencies across touchpoints.
My Role
➡ Led creative and brand strategy with VP of Marketing
➡ Conducted stakeholder interviews with sales and marketing teams
➡ Designed the flagship corporate brochure
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat
➡ Led creative and brand strategy with VP of Marketing
➡ Conducted stakeholder interviews with sales and marketing teams
➡ Designed the flagship corporate brochure
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat
Extended contributions spanned collateral system (case studies, brochures, white papers, RFPs), presentations, and the corporate presentation template, HTML emails, and web graphics.
Challenges + Learnings
A key challenge was balancing visual appeal with usability. Enterprise buyers want credibility and clarity, not overly decorative design. By involving sales stakeholders early and iterating based on their input, I ensured that the designs weren’t just attractive but also functionally effective sales tools.
Another learning was the importance of scalability. Designing one-off brochures wasn’t enough. IO Integration needed a system that could adapt as the company grew. By creating templates and brand standards, I enabled their internal teams to maintain consistency long after my direct involvement.
Impact/Results
✅ Delivered a modernized collateral system that established credibility and professionalism
✅ Delivered a modernized collateral system that established credibility and professionalism
✅ Enabled sales and marketing alignment through reusable, user-friendly templates
✅ Increased clarity of case studies and brochures, supporting faster client decision-making
✅ Extended brand consistency into the company website, creating a seamless customer experience
✅ Built long-term partnership with IO Integration through ongoing design support across multiple channels
✅ Benchmark-based projected value:
➡ Consistent branding across channels can increase revenue by up to 23% (Lucidpress)
➡ Design-driven companies outperform the S&P Index by 219% over ten years (Design Management Institute)
➡ Clear and professional sales collateral can shorten B2B sales cycles by 10–20% (Forrester)
➡ Consistent branding across channels can increase revenue by up to 23% (Lucidpress)
➡ Design-driven companies outperform the S&P Index by 219% over ten years (Design Management Institute)
➡ Clear and professional sales collateral can shorten B2B sales cycles by 10–20% (Forrester)
