A set of static social media assets designed to generate interest in the latest IFoA annual report.

Challenge

To coincide with the release of their annual report, which we had also designed, our client wanted our help with the creation of a set of static social media assets that would promote the report’s publication, and also the values and beliefs that are at the heart of the IFoA. 

Design-wise, the social media assets should mirror the look and feel of the annual report to guarantee a consistent journey across all audience touchpoints, both visually and sentiment-wise: members are at the centre of everything the IFoA does.

The social assets were intended to be used as posts on the organisation’s LinkedIn page, and so they would need to focus the audience’s attention with equal amounts of gravitas and energy, to avoid a quick scroll-through on the feed, and instead generate a high number of click throughs. 

Solution

The design of the social media assets feeds from the report, with angular lines that split the canvas into two messages – a written one, with copy that focuses on facts and statistics, and a strong visual message. Then, depending on the type of image used, the overall message is split between key stats and a focus on people – the actuaries themselves – or key stats combined with a visual focus on the abstract nature of the actuaries’ efforts, which despite their impact and importance, often feel intangible.

The angular lines also come together to form a striking and memorable diamond shape that helps add a point of focus to the design, and movement and energy.

Keeping these social media assets in static form, without any kind of animation or looping effect, keeps the audience informed without unnecessary distractions.