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The marketing team at FUJIFILM’s Object Archive unit frequently receives white papers written by field experts. These papers are quite text heavy and technical and are written for high-level people in the data archiving industry. The download rate was high but it was reported that many never made it through an entire paper.

The ongoing project brief’s objective is to turn these dry, educational, industry specific papers into visually appealing papers with high readability to increase both the download and consumption rate.

Client: Fuji Film | Object Archive Unit

Deliverables: sub-branded white papers for intertnational publication and distribution in digital and print

What we did.

A customizable template was developed that would accommodate varying amounts of text,  photos, sidebars, diagrams and callouts. This template design established its own sub-brand standard that was used for these papers only, as it is quite different from FUJIFILM’s corporate branding. It utilizes bright blocks of color and large headlines in combination with semi-abstract digitally-themed stock photography for the covers..

Why it works.

The use of bright color palettes pulled from large stock photography moves the reader through the document and breaks up large sections of technical text. They need to belong to the same visual series while each maintaining their own distinction so readers can quickly deduce that the current paper is different from the one they read last week. The use of semi-abstract tech images not only helps to make these papers more attractive but also keeps these papers “fresh” since using photos of current technologies and hardware would quickly become dated.