A decade of UK tech

In 2022, we took on our biggest project yet – a research collaboration with Google for Startups. Our mission was to conduct in-depth research into the UK's tech industry over the past decade, and present our findings in a beautifully crafted publication and web report.

As the creative lead, I was excited to lead a talented team towards delivering an exceptional research report. Our aim was to provide a valuable resource to the tech community and showcase our strengths as a team along the way.

Creative direction, project management, pitching, client relations.

To kick off the project, I gathered key stakeholders from both Google and Tech Nation in one room. I wanted to gain a clear understanding of how they envisioned the relationship between the two brands being communicated.

Through productive discussions and careful investigation, we agreed that the collaboration was an equal partnership between the two brands. As such, our main objective was to achieve a unified and balanced approach that showcased the strengths of both Google and Tech Nation.

After familiarising ourselves with the brief, we set our sights on conducting thorough research in several key areas: report design, data visualisation, editorial layout, illustration, and typography.

In order to ensure we were on the right track, I led a workshop with my team where we discussed our findings and developed a theme that emphasised technology, connection, and data.

After conducting thorough research and establishing a clear theme, our team brainstormed some simple ideas for the report cover. We were drawn to the concept of using the number 10 to signify a decade of tech growth and bring a celebratory tone to the publication. The 10 could be depicted using a combination of buildings and tech symbols to represent the growth of the industry. Our illustrator sketched out various initial ideas, exploring themes such as the 10, human connection through technology, data, and more abstract concepts.

Once we had reviewed the initial ideas, I selected a couple of routes to explore further. The first route featured the celebratory number 10, while the second was a more abstract approach. Through several iterations, we added colour and refined the designs, preparing them for presentation to our head of insights and the Google marketing team.

As we worked on the concepts, I held numerous feedback sessions with my team to ensure that the final design met our high standards. Below, you can see some of the visuals that emerged from this process

Both designs were well received, and as a team, we struggled to decide which direction to take. After careful consideration, I recommended that we go with the celebratory 10 design. I believed that with further development, it had the potential to represent both brands effectively, would work well for future report and social assets, and would give the report an exciting and human-focused vibe.

Initially, we had intended to print the report as an A3 newspaper sheet, but after receiving some samples, I wasn't satisfied with the outcome. So, I made the decision to print it at A4 size with a more premium finish on recycled paper stock. This allowed us to create something that was less disposable and more environmentally friendly. The final result exceeded our expectations, and we were thrilled to give every guest at the launch event a copy to take home.