Client: F5
Role: Art direction
2024 F5 State of application strategy report & accompanying collateral
The State of Application Strategy Report (SOAS) is F5’s top-performing thought leadership piece. For its 10th year of publication, we utilized a new creative framework to differentiate it from past reports and signal the shift into the AI era. We revamped the color palette and intentionally minimized the number of hues utilized; and adjusted illustrations from being human-first to a technical vignette style that visually solidified the content. The background shifted from white to a sophisticated and future-forward black—taking into account accessibility best practices. We also embraced F5’s circular logo and incorporated circular elements in the data visualizations and as creative elements to tie back into the overarching F5 brand.
I led a fantastic team of designers, animators, and illustrators and collaborated with F5’s Office of the CTO to bring this report to life. This was my fourth year involved in the development of the State of Application Strategy Report. See previous years here: 2020, 2021, 2022.
The Illustrations
The Data
Promotional Assets
The Full Report
