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Greenstone
My Role
Senior Designer, leading visual design and information hierarchy for a long-form report, in close collaboration with research, and content teams.
Objective
This report explored how Canadians think about their futures, finances, and legacy, uncovering both the practical and emotional realities of estate planning and life insurance. The goal was to transform complex, sensitive research into a clear, approachable narrative that encouraged reflection and understanding rather than overwhelm.
Strategic Rationale
Given the emotional weight of the subject matter, the design approach prioritized clarity, restraint, and accessibility. A clean, minimalist system allowed insights and callouts to surface naturally, guiding readers through the content with intention and ease.
The Greenstone logotype served as a core graphic anchor, creating rhythm, structure, and white space across layouts. Imagery was curated with a strong focus on diversity and representation, ensuring the report reflected the breadth of the Canadian experience.
Design Approach
The report was designed as a cohesive system across digital and print formats, balancing editorial pacing with visual consistency. Hierarchy, typography, and layout were carefully orchestrated to support comprehension, emotional sensitivity, and sustained engagement throughout the reading experience.
Scope & Deliverables
• Digital report design
• Print report design
• Editorial layout system
Full Report
