Editorial storytelling for a global enterprise brand.
Helping a leading software company turn AI, IT, and enterprise technology into stories people want to read.
Editorial Design • Brand Storytelling • Campaign Development • Executive Communications
Issue 01: The Performance Issue
McLaren Racing, AI leadership, manufacturing, customer stories, research insights, and executive thought leadership brought together in a single editorial experience.
THE CHALLENGE
Enterprise marketing often mistakes complexity for credibility.
The goal was to create an editorial experience that felt less like product marketing and more like something people would choose to read, transforming AI, IT, and customer stories into engaging, accessible content while maintaining a premium enterprise brand.
THE OUTCOME
A magazine-first editorial system built around storytelling, strong visual hierarchy, and thoughtful pacing.
By combining long-form narratives, customer perspectives, research insights, and bold design, the publication turned complex technology topics into a cohesive brand experience that informed, engaged, and elevated every issue.
Editorial Experience
The magazine was designed with magazine pacing rather than traditional B2B layouts, balancing long-form content with visual storytelling.
Customer Storytelling
Real customer narratives became editorial features instead of product case studies, creating a more human and memorable reading experience.
Data Visualization
Research findings were translated into highly visual spreads designed for quick consumption and executive audiences.
Campaign System
The publication extended into digital assets, executive communications, event content, and social campaigns, creating a unified launch experience.
LEADERSHIP
Editorial Direction
Led the creative vision across editorial storytelling, visual systems, and magazine design.
Executive Partnership
Collaborated with leadership, marketing, and content teams to shape strategic narratives.
Creative Systems
Built scalable editorial frameworks that balanced consistency with flexibility.
Cross-Functional Collaboration
Partnered with writers, marketers, designers, and production teams to deliver a unified publication.
THE IMPACT
Created a flagship editorial platform that elevated thought leadership beyond traditional product marketing, providing a scalable brand asset for customer stories, executive communications, research insights, and integrated campaigns across multiple channels.
DESIGN PHILOSOPHY
Every design decision served the story. Clear information hierarchy, restrained typography, purposeful whitespace, and cinematic imagery worked together to create an experience that felt editorial rather than promotional, reinforcing credibility through clarity instead of complexity.
CONTINUE EXPLORING
EZ TEXTING BRAND
Creative Direction • Digital Experience • Brand Transformation
Unified hundreds of marketing assets into one scalable system.
CORNERSTONE OnDEMAND
Event Experience • Executive Communications • Integrated Campaigns
Built the creative system for Cornerstone's flagship customer conference.