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.
Sep 10, 2023
CLIENT
HiBob
CLIENT
HiBob
CLIENT
HiBob
Role
Brand Marketing Designer
Role
Brand Marketing Designer
Role
Brand Marketing Designer
Service
Campaign Design
Service
Campaign Design
Service
Campaign Design
Into
Into
Into
Bob is a flexible, people-first HR platform that helps companies price jobs, manage compensation fairly, close pay gaps, and communicate transparently — all while staying compliant.
We launched this campaign during a time when U.S. HR leaders were actively focused on pay transparency, making it a timely and strategic moment.
Bob is a flexible, people-first HR platform that helps companies price jobs, manage compensation fairly, close pay gaps, and communicate transparently — all while staying compliant.
We launched this campaign during a time when U.S. HR leaders were actively focused on pay transparency, making it a timely and strategic moment.
Bob is a flexible, people-first HR platform that helps companies price jobs, manage compensation fairly, close pay gaps, and communicate transparently — all while staying compliant.
We launched this campaign during a time when U.S. HR leaders were actively focused on pay transparency, making it a timely and strategic moment.
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.
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.
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.
Strategic Approach
Strategic Approach
Strategic Approach
My core design principle was: balance transparency with simplicity.
To make a complex topic more approachable, I developed the “wipe” metaphor. A graphic reveal that visually reflects the idea of uncovering clarity. It became the central theme of the campaign.
The wipe motif helped illustrate the journey toward building a modern, people-first company,
a story that aligned with both Bob’s values and our product features.I repeated this graphic treatment across all funnel stages, combining it with portrait photography to highlight the human impact of pay transparency.
I worked closely with creative and product marketing to choose the right elements from the product UI and select portraits that would best represent our target audience and message.
My core design principle was: balance transparency with simplicity.
To make a complex topic more approachable, I developed the “wipe” metaphor. A graphic reveal that visually reflects the idea of uncovering clarity. It became the central theme of the campaign.
The wipe motif helped illustrate the journey toward building a modern, people-first company,
a story that aligned with both Bob’s values and our product features.I repeated this graphic treatment across all funnel stages, combining it with portrait photography to highlight the human impact of pay transparency.
I worked closely with creative and product marketing to choose the right elements from the product UI and select portraits that would best represent our target audience and message.
My core design principle was: balance transparency with simplicity.
To make a complex topic more approachable, I developed the “wipe” metaphor. A graphic reveal that visually reflects the idea of uncovering clarity. It became the central theme of the campaign.
The wipe motif helped illustrate the journey toward building a modern, people-first company,
a story that aligned with both Bob’s values and our product features.I repeated this graphic treatment across all funnel stages, combining it with portrait photography to highlight the human impact of pay transparency.
I worked closely with creative and product marketing to choose the right elements from the product UI and select portraits that would best represent our target audience and message.
What Changed
What Changed
What Changed
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.
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.
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.
The Impact
The Impact
The Impact
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.
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.
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.