Designing the CMO Council Membership Campaign

Research-informed campaign design that improved how membership value was communicated.


Role: Lead Designer
Scope: Survey assets, report design, infographic, brochure, campaign materials
Sponsors: the CMO Council

The Challenge

  • Design survey assets to gather insights on membership experience and value.

  • Translate complex survey data into clear, concise results through a report and infographic.

  • Apply key findings to inform the design and content of the updated CMO Council Membership Brochure.

Survey Assets

Designed a collection of digital assets to promote the CMO Council membership survey across web, email, and LinkedIn. By creating a consistent visual language, the campaign could be easily adapted for multi-platforms while maintaining a cohesive brand experience.

Survey Findings Report

A report was published with the findings of the CMO Council member survey of nearly 200 respondents.

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Survey Findings Infographic

Translated report sections into distinct visual blocks to structure the infographic.

Used the CMO Council’s iconography and brand system to reinforce brand recognition across the infographic.

Kept typography simple and on-brand to ensure clarity and concise messaging.

CMO Council
Membership Brochure Redesign

Original Design | Text-Heavy with Limited Visual Engagement

Redesigned Brochure

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Membership Landing Page Assets

Used the “Why Join” infographic as a header for the landing page to communicate the benefits of joining in a clear and concise way

Created web assets that highlighted key survey insights while driving users to the full infographic and membership brochure for additional details.

Outcome

  • Clearer communication of membership benefits.

  • Research-driven design decisions.

  • Consistent visual system across campaign touchpoints.

Key Takeaways

  • Turned survey findings into a clear, actionable campaign narrative.

  • Improved clarity and hierarchy of membership messaging across deliverables.

  • Ensured consistency by working within existing brand systems and assets.

  • Connected research insights directly to design decisions and final outputs.

Previous

Data Driven Campaign