Coupa Software 2022 Benchmark Report
Campaign identity and digital assets for Coupa Software
The Objective: Design a unique identity for Coupa Software's 2022 Business Spend Management Benchmark Report. Coupa's Benchmark Report is an eBook that provides a summary of KPIs for the Business Spend Management industry, and it serves as one of Coupa's most leveraged assets.
The Challenge: Create an identity that expands upon Coupa's existing brand visuals, but is also unique on its own. Design a whole suite of digital assets, including publications, socials, and ads, with a consistent look and feel that communicates the Benchmark Report's main theme.
The design process began with developing the visuals for the report itself, which served as the main star of the campaign and would inform the design of all other marketing assets. Human photography was emphasized to create a personal connection to the user community.
The visual identity communicates the 2022 report's theme "United by the Power of Spend" by showing how members of the Business Spend Management community are connected by shared goals—visualized here as icons that represent the KPIs provided in the report.
With its cohesive visual identity across a variety of assets, Coupa's 2022 Benchmark Report succeeds in its goal of functioning as a high performing asset that effectively communicates the latest standards for the Business Spend community.