Project Info
Scope
The goal of this project is to design a media-ready collection of assets to spotlight survey insights on Australian women’s perception on medical weight loss.
Overview
How do Australian women truly feel about medical weight loss?
To answer this question, the Juniper Australia team commissioned a YouGov study to assess Australian women's sentiment on weight loss, medical weight loss and the media's role in all of it. As part of the design team at Eucalyptus (Juniper Australia's parent company), I worked on crafting the visual identity for the report and designing the assets for it including the landing page, downloadable PDF, and organic social posts for Instagram and Pinterest.
Crafting the visual identity
My goal is to leverage the existing brand assets of Juniper to establish a unique visual identity for the campaign while ensuring alignment with the overall brand identity. Given the survey’s focus on Australian women’s perception of medical weight loss and its influence from the media, I aimed to incorporate the concept of “media noise"—the constant bombardment women face with diverse headlines and comments about their weight loss choices, whether medical or not.
For the initial draft, I designed each comment as a news headline clipping and displayed it on the page to mimic the public’s bias against medical weight loss. While we were on the right track, we realized that this approach might not be the most effective, as the comments didn’t resemble actual news headlines.
For the final iteration, I employed social media comment bubbles overlayed on a photo of a woman using her phone. This approach aimed to illustrate the overwhelming and intrusive nature of these comments, often experienced by women. To achieve this, I animated the comment bubbles to appear gradually faster over the photo.
This iteration proved successful in conveying the intended narrative in a single asset that could be utilized in press releases and organic social posts.
Showcasing the survey results
The primary objective of this landing page is to present the survey results in a concise and user-friendly manner for journalists and regular readers.
The survey results is divided into four distinct chapters, each containing statistical data and direct quotes from the respondents. The challenge lies in presenting all this information without overwhelming the user with an excessively long scroll.
Navigation
I drew inspiration from file folders and designed each category as a chapter with a headline, hero image, and relevant survey results. Each chapter is also represented by a different background color, which matches the chapter colors in the downloadable PDF of the report.
A tabbed navigation bar at the top allows for quick switching between each chapter. At the end of each "folder," I included a link to navigate to the next chapter without having to scroll back up to the tabbed navigation. On mobile, this entire section functions like a reverse accordion. The tab remains sticky on top as the user scrolls through the content, and they can choose to open or close each tab to quickly access their desired chapter.
Key Statistics & Direct Quotes
Each statistic was presented visually using simple illustrations to ensure its scannability and ease of comprehension. These assets will also be repurposed in organic social media posts. To humanize the survey results, direct quotes are matched with the pertinent key statistic and animated to appear alongside the statistic. This approach underscores that the actual sentiment expressed by the survey respondents is reflected in the numerical data.
Applying the design to other campaign assets
As part of the campaign, I designed a downloadable PDF of the comprehensive survey results and social media assets for Instagram and Pinterest.
PDF Report
The same design concept for the landing page was applied to the cover of the report and the tabbed folders for each chapter to create a visual tie-in between the two assets.
Since the report is quite comprehensive, I designed a couple of components to organize the different information.
Organic Social Assets
The team picked out compelling statistics and sentiments to turn into organic social posts for Instagram and Pinterest. The primary purpose of these posts is to educate and to provide inspiration to women who are on the weight loss journey.
I designed both carousel and single photo posts.
