WeTransfer Ideas Report '21

The annual WeTransfer Ideas Report is one of the world’s largest studies on the creative workforce, it digs into the minds of creatives (and clients) from almost every corner of the planet. WeTransfer asked over 10,000 people from 135 countries how their creative worlds have changed in the past year.

We established the overarching theme of this year’s report to be ‘Between two worlds’ which leaned into the tension that arises from old and new ways of living. What we want versus what we’re getting. Who’s in charge—and who’s rising to challenge them.

Elaborating on this, the creative direction drew from the changing dynamics of these two worlds. Looking at it through the lens of online/offline, digital/analogue, and how we find a balance between the two—or the tension with the imbalance. Between these juxtaposed sentiments we aimed to find duality, playing off the awkwardness of tension and feeding into that ‘grey’ area. Changing dynamics, and blurred lines would be the visual theme carried throughout.

The task was to hero the digital platform and have a flexible toolkit that would allow a streamlined extension of the brand across a wide variety of touchpoints; website, PDF, data visualisations, social assets, wallpapers, event, and email.

The objective of the site was to hero the insights, maintain constant access to download the report and bring in some fun interactive experiences. Whilst some elements remain intrinsically ‘WeTransfer’; fonts, core shapes, and (some) structural elements, the goal was to create a visual identity that set itself apart from years prior.

I was the lead designer from the start of the project through to the final days. I reported to the Creative Directors Nessim Higson and Diana Alcausin, Diana was also responsible for the motion components of the site. The core creative team consisted of Gabriel Santiago (design), Giulian Drimba and Simon Riisnæs Dagfinrud (development), Madeline Masarik (copy), and a handful of other talented creatives.

Role Lead Design / Creative Concept / Art Direction / Brand
Agency WeTransfer
Link ideas-report.com