ESG Book
The ESG data management platform connecting corporates and financial institutions.
ESG Book offers a wide range of ESG-related data and technology products, used by the world’s largest financial institutions.
Launched in 2018 and covering over 150,000 companies, ESG Book’s SaaS data management and disclosure platform includes ESG and climate data, company-level and portfolio-level scores, and analytics tools.
Competing against established players like MSCI and Bloomberg, ESG Book needed to grow their brand presence whilst simultaneously broadening platform capabilities.
Company
ESG Book
Date
December 2022 - Present
Role
Graphic Designer
Graphic Design with a marketing focus
Joining ESG Book as Graphic Designer in December 2022, my role sits within the marketing department, reporting directly to the CMO.
I was responsible for all marketing and brand materials such as presentations, social media, web designs, and white paper designs. After 6 months, my role also encompassed email marketing, creating and running all email campaigns from start to end, including nurture campaigns, product and sales campaigns and monthly newsletters.
To ensure a cohesive brand experience across all ESG book touchpoints, I worked closely with teams across the global company, from HR and sales to platform and data.
"Molly’s output has consistently been of very high quality and has added, I believe, a lot of professionalism to how we market our services and products. She has a great eye for design and has also been willing to better understand the content of our services and provide suggestions based on this, rather than just following design instructions.
Molly brings a very positive attitude to work and is a great influence on stakeholders she works with, looking for solutions rather than just identifying problems."
Anonymous peer review
ESG Book
Brand Evolution
With the core brand identity already in place, I was tasked with evolving the brand to make it more appealing while staying true to the brand values.
Rather than taking elements away or changing the original identity, I introduced new elements such as a broader colour palette, data visualisations, and custom imagery using the brand logomark, all driven by a new Brand Personality.
Brand Personality
To push the brand further while staying to the core values, it was important to develop a personality for the brand to help employees better understand our desired tone of voice and visual aesthetic to match.
Based on Carl Jung's theory of universal archetypes, brand archetypes help express fundamental human motivations and emotions, making the brand more relatable to the target audience.
For ESG Book, our personality was formed of two archetypes; the core being SAGE, to provide intellectual growth to empower individuals, and HERO, to embolden audiences to overcome adversity.
Brand, Sales and Product Collateral
To boost brand and product awareness, I crafted a variety of compelling materials, including user guides, two-pagers, dynamic presentations, business cards, roll-up banners, pitch decks, battle cards.
Each piece was designed to captivate the audience and convey our message with clarity and impact.
Data Visualisations
As a data-driven company, it was important to find a way to visualise this data for social media to draw attention to both the ESG Book platform, and the ever-important sustainability regulations.
Data visualisations are a key driver of the ESG Book LinkedIn audience, with one visual generating between 10k and 250k impressions, and an 8.6% average engagement rate.
Site Design
I worked with an already-developed custom WordPress site, seamlessly integrating new pages that matched the existing design. I created mini-sites for high-profile external partnerships with Google Cloud, GFMA, BCG, The FII Institute, Glass Lewis, and more, ensuring each collaboration had a unique and professional online presence.
Simultaneously, I embarked on redesigning a fresh website for 2024 using Webflow.
Reports
Collaborating with the Data and Research teams on ESG Book's thought leadership committee, I spearheaded the creation of engaging, downloadable digital reports aimed at lead generation. This initiative successfully attracted over 8,000 new users within just 12 months, significantly expanding our audience and influence.
Email Marketing
After six months of joining the business, my role expanded to encompass email marketing, where I managed the entire lifecycle of email campaigns. This included crafting and executing nurture campaigns, product and sales promotions, and monthly newsletters. I successfully achieved an average open rate of 24% and click-through rates ranging from 2% to 8% from a user base of 30,000, significantly enhancing our engagement and outreach efforts.
