The communications team at Silicon Valley Leadership Group expressed to me that this project was something that they have wanted to complete for awhile and that the goal was to provide the membership team with a document that they could give to prospective members explaining the value proposition of the organization. The comms team also wanted to break away from the public perception that the Leadership Group is/was a stuffy, posing for photos, old white men in a room talking because that very much was not the case during my time with the organization. At the same time, the version I was given to worked with looked very cartoony in a clipart kind of way so I also needed to give it more polish because the document was being seen by executives and government officials.
Design
The design we created brought in a lot of photography that was diverse in gender and race while maintaining a more corporate feel to the overall aesthetic. A grid system made the design feel more structured and using more of the blues of the brand to convey a sense of trust between the organization and its member companies.