The Concept

InMoment needed a disruptive way to highlight competitor weaknesses in a crowded B2B market. Instead of a traditional comparison sheet, the strategy was to personify abstract software pain points as "Zombies," turning a dry sales conversation into an engaging, survival-themed narrative.

My Contribution

As Lead Designer and Co-Illustrator, I was responsible for translating this high-concept theme into a polished visual system. I managed the layout of the core literature and collaborated on the character design, ensuring the aesthetic remained within the boundaries of corporate brand guidelines.

Key Responsibilities

• Editorial & layout Design: Led the typesetting and layout of the "Zombie Kill Guide," a multi-page tactical booklet that served as the campaign's core sales asset.

• Character Illustration: Collaborated on the creation of unique zombie characters, visualizing specific competitor weaknesses as distinct zombies.

• Packaging & Product Design: Designed the custom shipping box and the physical "unboxing" experience for the direct mail kit, including a promotional stuffed zombie with removable body parts.

• Print Production: Managed vendor relationships and prepared final mechanicals for both the printed guide and the physical packaging elements.