In response to the pessimistic insights revealed in the 2023 Harris Poll, my initial art direction for the campaign was centered around photography. However, stakeholders emphasized the importance of fostering approachability with the use of illustrations and continuing the strategy year over year. So through the modification of stock illustrations, I crafted a custom narrative that leaned into a more optimistic tone while still delivering the facts. This strategic adjustment resulted in a notable increase in B2C engagement on social media compared to the previous year’s report campaign. Additionally, photography remained integral in visuals tailored for B2B audiences.