BACKGROUND
Formant’s marketing team needed a white paper to drive leads and showcase thought leadership. With content drafted, they needed a visual design that clarified complex technical ideas and worked across digital and print while maintaining the brand identity.
PROBLEM
Technical white papers often lack engagement, especially with busy executives and technical readers. The challenge was designing a layout that makes complex robotics concepts clear, digestible, and visually compelling to both audiences.
LOW ENGAGEMENT
Traditional white papers in robotics often fail to capture reader attention, leading to high bounce rates and missed lead generation opportunities.
COMPLEX INFORMATION HIERARCHY
Dense technical concepts needed clear visual organization to help readers quickly identify key insights and navigate the content effectively.
MULTI-CHANNEL DISTRIBUTION REQUIREMENT
The design had to work seamlessly across digital platforms and high-quality print materials for conference distribution.
BRAND DIFFERENTIATION
Formant needed to stand out visually from competitors while maintaining professional credibility with technical and executive audiences.
PROCESS
ANALYSIS
Thoroughly reviewed the marketing team's draft content to understand key messages and identified design opportunities to enhance readability and visual impact.
EXPLORATION
Applied the 10/50/99 rule to rapidly prototype multiple layout concepts, testing different approaches to information hierarchy and visual flow.
STRATEGY
Incorporated Formant's logo shapes and brand elements throughout the design to ensure consistent brand recognition while maintaining visual interest.
OPTIMIZATION
Created a flexible design system that would maintain quality and readability across both digital screens and high-resolution print materials.
PROMOTION
Developed complementary assets including a motion graphic for LinkedIn promotion to maximize reach and drive engagement with the white paper.
THE OUTCOME
The white paper exceeded expectations, generating strong leads and positioning Formant as a thought leader in robotics. Its design impressed leadership enough to print copies for conferences, while a LinkedIn motion graphic boosted reach and engagement. The cohesive visual strategy reinforced brand presence and showed how design can turn technical content into a business asset.
SIGNIFICANT LEAD GENERATION
The white paper successfully generated new qualified leads for Formant's sales pipeline.
ENHANCED BRAND RECOGNITION
Positioned Formant as a leading authority in the robotics industry through compelling visual storytelling.
EXPANDED REACH
LinkedIn promotion video captured additional attention and drove higher engagement rates across social channels.
STRENGTHENED BRAND PRESENCE
Design quality impressed leadership so much that the CEO and marketing team decided to invest in printing copies for major conference distribution.
ENDORSEMENT FOR PRINT
The cohesive design approach reinforced Formant's professional credibility and differentiated them in the competitive robotics market.
THE CHALLENGE
The challenge was to transform dense technical content into an engaging visual experience that people would actually read and share. Most robotics white papers struggle to hold attention, leading to low engagement and missed business opportunities. I set out to create a design that balanced technical credibility with visual clarity, worked across both digital and print formats, and stayed true to Formant’s brand. The ultimate goal was to generate real leads and position Formant as a trusted industry leader.
Designing a whitepaper to
help robotics startups scale
with confidence.
Designing a whitepaper to
help robotics startups scale
with confidence.
Designing a whitepaper to help robotics startups scale with confidence.
Lead designer.
I led the end to end design process in close collaboration with MY TEAM.
BACKGROUND
Formant’s marketing team needed a white paper to drive leads and showcase thought leadership. With content drafted, they needed a visual design that clarified complex technical ideas and worked across digital and print while maintaining the brand identity.
Formant’s marketing team needed a white paper to drive leads and showcase thought leadership. With content drafted, they needed a visual design that clarified complex technical ideas and worked across digital and print while maintaining the brand identity.
Formant’s marketing team needed a white paper to drive leads and showcase thought leadership. With content drafted, they needed a visual design that clarified complex technical ideas and worked across digital and print while maintaining the brand identity.
PROBLEM
Technical white papers often lack engagement, especially with busy executives and technical readers. The challenge was designing a layout that makes complex robotics concepts clear, digestible, and visually compelling to both audiences.
Robotics operators faced delays and inefficiencies due to disconnected tools and complex interfaces. Without a unified visualization solution, critical spatial data remained inaccessible to many users.
LOW ENGAGEMENT
Traditional white papers in robotics often fail to capture reader attention, leading to high bounce rates and missed lead generation opportunities.
COMPLEX INFORMATION HIERARCHY
Dense technical concepts needed clear visual organization to help readers quickly identify key insights and navigate the content effectively.
MULTI-CHANNEL DISTRIBUTION REQUIREMENT
The design had to work seamlessly across digital platforms and high-quality print materials for conference distribution.
BRAND DIFFERENTIATION
Formant needed to stand out visually from competitors while maintaining professional credibility with technical and executive audiences.
PROCESS
ANALYSIS
Thoroughly reviewed the marketing team's draft content to understand key messages and identified design opportunities to enhance readability and visual impact.
EXPLORATION
Applied the 10/50/99 rule to rapidly prototype multiple layout concepts, testing different approaches to information hierarchy and visual flow.
STRATEGY
Incorporated Formant's logo shapes and brand elements throughout the design to ensure consistent brand recognition while maintaining visual interest.
OPTIMIZATION
Created a flexible design system that would maintain quality and readability across both digital screens and high-resolution print materials.
PROMOTION
Developed complementary assets including a motion graphic for LinkedIn promotion to maximize reach and drive engagement with the white paper.
THE OUTCOME
The white paper exceeded expectations, generating strong leads and positioning Formant as a thought leader in robotics. Its design impressed leadership enough to print copies for conferences, while a LinkedIn motion graphic boosted reach and engagement. The cohesive visual strategy reinforced brand presence and showed how design can turn technical content into a business asset.
The white paper exceeded expectations, generating strong leads and positioning Formant as a thought leader in robotics. Its design impressed leadership enough to print copies for conferences, while a LinkedIn motion graphic boosted reach and engagement. The cohesive visual strategy reinforced brand presence and showed how design can turn technical content into a business asset.
The white paper exceeded expectations, generating strong leads and positioning Formant as a thought leader in robotics. Its design impressed leadership enough to print copies for conferences, while a LinkedIn motion graphic boosted reach and engagement. The cohesive visual strategy reinforced brand presence and showed how design can turn technical content into a business asset.
SIGNIFICANT LEAD GENERATION
The white paper successfully generated new qualified leads for Formant's sales pipeline.
ENHANCED BRAND RECOGNITION
Positioned Formant as a leading authority in the robotics industry through compelling visual storytelling.
EXPANDED REACH
LinkedIn promotion video captured additional attention and drove higher engagement rates across social channels.
STRENGTHENED BRAND PRESENCE
Design quality impressed leadership so much that the CEO and marketing team decided to invest in printing copies for major conference distribution.
ENDORSEMENT FOR PRINT
The cohesive design approach reinforced Formant's professional credibility and differentiated them in the competitive robotics market.
ANALYSIS
Thoroughly reviewed the marketing team's draft content to understand key messages and identified design opportunities to enhance readability and visual impact.
EXPLORE
Applied the 10/50/99 rule to rapidly prototype multiple layout concepts, testing different approaches to information hierarchy and visual flow.
STRATEGY
Incorporated Formant's logo shapes and brand elements throughout the design to ensure consistent brand recognition while maintaining visual interest.
OPTIMIZE
Created a flexible design system that would maintain quality and readability across both digital screens and high-resolution print materials.
COLLAB
Worked with Midori to validate data flows, edge cases, and system constraints, ensuring that what we designed could be built accurately and perform reliably inreal-world scenarios.
PROMOTE
Developed complementary assets including a motion graphic for LinkedIn promotion to maximize reach and drive engagement with the white paper.
DELIVER
Built interactive prototypes testing different visualization approaches, refined the interface through user feedback, and delivered a comprehensive 3D Scene Module with intuitive mouse controls and flexible
layer management.
PROCESS
PROCESS
ANALYSIS
Thoroughly reviewed the marketing team's draft content to understand key messages and identified design opportunities to enhance readability and visual impact.
EXPLORATION
Applied the 10/50/99 rule to rapidly prototype multiple layout concepts, testing different approaches to information hierarchy and visual flow.
STRATEGY
Incorporated Formant's logo shapes and brand elements throughout the design to ensure consistent brand recognition while maintaining visual interest.
OPTIMIZATION
Created a flexible design system that would maintain quality and readability across both digital screens and high-resolution print materials.
PROMOTION
Developed complementary assets including a motion graphic for LinkedIn promotion to maximize reach and drive engagement with the white paper.
DELIVER
While the design was driven by Trombia’s needs, I made sure the solution was modular & scalable, so other customers could benefit from the same path planning experience within our platform.
THE CHALLENGE
The challenge was to transform dense technical content into an engaging visual experience that people would actually read and share. Most robotics white papers struggle to hold attention, leading to low engagement and missed business opportunities. I set out to create a design that balanced technical credibility with visual clarity, worked across both digital and print formats, and stayed true to Formant’s brand. The ultimate goal was to generate real leads and position Formant as a trusted industry leader.
The challenge was to transform dense technical content into an engaging visual experience that people would actually read and share. Most robotics white papers struggle to hold attention, leading to low engagement and missed business opportunities. I set out to create a design that balanced technical credibility with visual clarity, worked across both digital and print formats, and stayed true to Formant’s brand. The ultimate goal was to generate real leads and position Formant as a trusted industry leader.
The challenge was to transform dense technical content into an engaging visual experience that people would actually read and share. Most robotics white papers struggle to hold attention, leading to low engagement and missed business opportunities. I set out to create a design that balanced technical credibility with visual clarity, worked across both digital and print formats, and stayed true to Formant’s brand. The ultimate goal was to generate real leads and position Formant as a trusted industry leader.