The "Field Guide to Functional Content Marketing" was a hybrid thought-leadership and self-promotion piece published by iostudio, a Nashville-based marketing agency. Originally conceived and written by two Vice Presidents at the agency, the guide aimed to empower fellow content marketers and their clients by showcasing the transformative impact of exceptional content. When approached by one of the co-authors, I contributed to the project by ideating visual concepts, art directing illustrations, and ultimately designing the final booklet.
To bring the guide to life, we introduced a scout-inspired character featured in various scenarios that complemented the concepts discussed in the text. After the completion of the illustrations, I took charge of establishing a layout, coordinated with vendors, and oversaw the final production of the field guides. Beyond the printed versions, digital copies of the booklet were made available for download on the agency's website, resulting in lead captures and generating consulting requests.
The "Field Guide to Functional Content Marketing" garnered industry acclaim, prompting multiple reprints to meet strong demand. Notably, it went on to earn a Gold ADDY for self-promotion at the 2019 District 7 American Advertising Awards.
