Catalyst Inc. is a global non-profit whose goal is to advance change that makes workplaces work for women, and to accelerate equity on all fronts. This takes the form of industry-leading research, advocacy through marketing and communications, and annual events celebrating the supporters that excel in creating environments where all can succeed, from the shop floor to the C-suite.

In Q4 of 2023, Catalyst releases its latest research effort entitled, "Women on the Frontline: How Companies Can Make a Differnence." Authored by Negin Sattari, PhD, and Angie Bletsas, PhD, this report details how, "US women working frontline roles in retail, hospitality, and manufacturing need more accommodating and rewarding workplace experiences that respect their life circumstances, health, well-being, and talent."

As interim Senior Art Director, I lead the Global Marketing & Communication's (GMC) Design Team in an initial round of creative exploration to establish the visual ID of the report and its supporting marketing materials. Under my direction, we brainstormed on concepts of representation, with GMC Leadership as our immediate stakeholders. Those concepts were:

• Photojournalism, portraying frontline employees with raw and authentic depiction.
• Abstract Portraiture, showing the duality frontline employees face in showing up for challenging work while maintaining their mental, emotional and physical selves.
• Composite Portraiture, capturing and elevating frontline employees in a more formal light, centering their fortitude and dignity.

Beyond leading the team through the brainstorming exercise, I was responsible for creating assets to support the Composite Portraiture concept.

To build empathy with the subjects of the report, designated members of the Design Team and I created mood boards incorporating stock photography of women workers in the retail, hospitality and manufacturing industries. Below is my exploration, which also introduces colors from the Catalyst company palette, hints of its signature brush stroke, and bold, diagonal stripes to be utilized as framing elements. Specific emphasis was placed on ensuring a diverse selection of individuals.

After our initial Design Exploration, The GMC Design Team regrouped, reviewed our mood boards, and agreed upon a normalized presentation format to bring our mood boards to life in a desktop and mobile execution. Using the Catalyst palette and branding elements, I created an impactful layout that stakeholders felt fully supported the brand and the overall message of the report. Additionally, stakeholders agreed that the mobile execution was sufficiently visually-arresting to stop the viewer as they scroll.

To further attract the mobile viewer's attention, I went beyond the requested deliverables and elevated the mobile execution as an animation meeting Catalyst's requirements for Social Media assets.

While not selected to move forward by stakeholders, all agreed that this execution best supported the state of Catalyst's current branding, that it was strong and engaging, but perhaps too safe and too expected.