The flagship product for the "Capital Insights" division of Capital Group, this comprehensive report gives financial professionals a look into the current and upcoming state of the markets.
From a design deliverable standpoint, the 16 page 4/4 litho print report goes through many iterations of copy and data, in collaboration with multiple writers, data analysts and key stakeholders before being produced as both a printed brochure and downloadable PDF. The materials from this report are then adapted for use as multiple weeks of web article content, as well as a one hour live webinar presentation.
In my role as the sole Sr. Visual designer for Capital Insights, I was responsible for direction, layout and design of all aspects of this project, including data visualization, print pre press and working directly with the print producer to ensure proper execution, as well as working with project managers to determine timelines and scheduling.
Summarized as "Turning points on the road to recovery", the 2021 outlook focused on the shifts in the economy caused by the global coronavirus pandemic.
In the middle of 2020 we were smack dab in pandemic mode. The Outlook focused on this and prepped advisors for the impending recession as well as the prospects of a recovery.
At the start of 2020 everyone expected the election to be the biggest story. No one knew a global pandemic was about to hit. The content of this report focused on the effects elections have on markets depending on what political party holds the most power.
Every outlook is accompanied by a live webinar during which CG financial professionals discuss the report topics in detail. While the printed piece is meant to be concise and easy to digest, the webinars can be much more robust meaning the slide deck usually includes not only the charts from the outlook but any additional relevant data as well.
When they go to client meetings, CG advisors take the latest Outlook content with them, but it is also helpful to reference past Outlooks to discuss how the markets are shifting. A digital library of charts was created, removing the need to transport multiple printed documents. Current and past charts can be referenced in this digital format, and animations are added to increase visual interest and reinforce the actions the chart is portraying.
The assets and imagery for the Outlook reports are adapted for use on social media platforms to market the numerous articles, webinars and podcasts created from the core content. At CG, this means adapting the content to fit the brand templates while working closely with the Senior Channel Producer to determine sizes and requirements needed as well as any latest marketing trends that are worth exploring.
