White paper
A white paper is a persuasive, authoritative document that explains a complex issue, presents a solution, or helps readers make a decision.
01 brief
A white paper was commissioned that was based on analysis of over 26,000 healthcare worker responses that offered a comprehensive view of their experiences, challenges and contributions across the UK.
02 previously
A white paper was commissioned and published every year for the past 2 years. And it was evident it required a revamp and a fresh accessible and engaging look (Example below).
03 concept
Because several internal stakeholders were involved, it was important that the design satisfied all perspectives. I therefore introduced a concept stage for final approval and presented two design concepts for review (examples below).
A familiar
A simplified and refreshed design was developed, drawing heavily from the previous version, as many stakeholders tend to prefer the familiarity of what they already know.
B CLEAN
Approaching the project with a fresh perspective, I developed a design that was clean, clear, and visually balanced. While maintaining brand consistency, I enhanced the look by introducing updated graphics and replacing imagery that had become outdated.
04 design
The clean approach was widely praised with only a few changes requested where I introduced a set of background images that reflected sections that used bar charts, pie charts and line charts.
The original brief specified that the document would be published exclusively in digital format. Accordingly, it was produced as an interactive PDF featuring clear hyperlinks to external websites and internal navigation links, allowing users to quickly move between sections.
​​
​
​
​
​
However, just days before the deadline, a request was made for a print version. The design was subsequently adapted to meet the printer’s specifications and underwent an additional review to ensure accessibility standards were maintained.
05 marketing
Given the significance of the white paper and the value of the information it presented, a large-scale marketing campaign was launched, running almost daily. This approach generated strong engagement across the healthcare industry.
06 house of lords
Representatives from the healthcare industry were invited to the House of Lords, providing an opportunity for the company that commissioned the white paper to distinguish itself by presenting it during the event.
