State of Babies Yearbook: 2019 branding, layout, and digital marketing

Role: Art director/designer, Zero to Three

Programs: Illustrator, InDesign, Photoshop

The State of Babies Yearbook: 2019 compares national and state-by-state data across a wide variety of policy indicators that affect babies, toddlers, and their families. 

The overall State of Babies materials in development lacked a distinctive brand, and the existing structure of the ranking system didn’t effectively communicate the different tiers visually—and the team was under a tight deadline for launch.  

I developed a logomark and the overall look and feel of the State of Babies brand that would work well alongside existing Think Babies (an advocacy initiative) materials. I took the logomark’s “you are here” icon and created rankings graphics across policy indicators, which were widely adopted and used throughout organizational materials. I created arresting image and type treatments for social graphics with maximum impact. I wrote the tagline and visual hook for the campaign: “Where do babies in your state stand?” 

I also provided exported graphic elements, photos, and other assets for our non-design team member to easily create a compelling presentation with minimal guidance. I worked closely with our content strategist to create graphic assets for emails that would ensure a consistent experience across channels. 

When the deadline for delivering copy for the Yearbook itself was missed internally, I stepped in to design the entire State of Babies Yearbook: 2019 in time to make our print deadline in less than three days. 
The State of Babies Yearbook: 2019 was released during an event on Capitol Hill, accompanied by a media rollout and digital marketing campaign.