Wiping Away the Complexity of Pay Transparency
I designed a unified pay transparency campaign for Bob, turning a complex HR topic into a clear, approachable, and reusable visual system that worked across the entire funnel.
The Challenge
Pay transparency is a nuanced, high stakes topic and we didn’t want to rely on generic or overly corporate visuals to tell the story. Our goal was to create a human centered visual identity that would reflect the real value of Bob’s compensation tools for both mid sized companies and their employees. We also needed a single, cohesive motif that could stretch across the full marketing funnel from awareness (TOFU) to education (MOFU) to conversion (BOFU) gradually introducing prospects to Bob’s capabilities in a relatable way.
My core design principle was balancing transparency with simplicity. To make a complex topic more approachable, I developed the "wipe" metaphor—a visual reveal that became the campaign's central theme, symbolizing clarity and openness. I applied this system consistently across all funnel stages, pairing the graphic treatment with portrait photography and selected product UI to connect the message with both HiBob's values and the product experience.
Before
different teams were using inconsistent visuals to communicate pay transparency across blogs, guides, decks, and campaigns. Creating confusion and missed opportunities for brand recognition.
After
we launched a unified visual system that now supports all of our pay transparency content across marketing, sales, and product. Our performance marketing, sales enablement, and product marketing teams all adopted the assets turning what began as a campaign into a scalable brand system.
By structuring the campaign across three funnel stages,
I “cracked” the story in a way that made it easy for our team to align and quickly secure Marketing leadership’s buy-in. This clarity not only sped up internal approvals compared to past campaigns, but also changed how our creative team worked: instead of relying on a single graphic asset, we began thinking in terms of funnel stages, a mindset that has shaped how we approach campaigns ever since.
