How America Saves 2025 Report

As Art Director for Vanguard’s internal marketing team, I led the creative development of our 2025 campaign for the annual "How America Saves" report. This report, the flagship research piece of Vanguard’s thought leadership, helps plan sponsors and consultants guide participants toward more secure retirements. Our goal was to transform a traditionally dense, point-in-time technical data report into a more  engaging experience, with dynamic visual assets that could be leveraged higher up in the marketing funnel with content that would drive our audience to download the report. We focused on the proposition, "Make confident plan moves with the right data and industry expertise," and reimagined the visual identity by blending color, photography, and data visualization into a cohesive, emotionally resonant system. The result was a clean, expressive design: impactful data visuals in sync with action-oriented photography and copy. By blending our brand’s best visual elements and adding a human touch, we not only increased engagement but also set a new standard for how we tell data-driven stories.

From the original award submission.