TEAM︎CD, CW, 2 DESIGNERS
ROLE︎DESIGNER
TIMEFRAME︎FEB - JUN ‘19]
SOLUTION︎INTERACTIVE PDF
LAUNCHED︎PDF






Prudential


Prudential wanted to release a new client offering: a financial guide that would detail how to emotionally and financially prepare as a caregiver.

For many, caregiving, aging, and retirement are sensitive topics. We created a content-heavy guide to keep users reading, elicit urgency for account set-up, while maintaining relatability and empathy towards the user. 

To keep users engaged we made the guide illustration-heavy. We referenced Pablo Stanley’s Humaaans to craft a more inclusive demonstration of different walks of life. 

A series of cool pastel tones created a calm, relaxed experience. Our base of blues maintained the brand’s signature blue tone.
While this information was accessible via Prudential’s website, many users were left overwhelmed and confused by its deliverance. In order to provide the most accesible version of this information, we made our PDF interactive. Users can simply click on the CTAs to take them to the next steps.

To instill a sense of urgency, we highlighted certain data points and facts through illustration and data visualizations. These were strategically placed to break up copy and to act as strong visual focal points for scanning readers.
I’ve only highlighted a few pages, however, if you’d like to see the full PDF, click here.