Year
2023
Client
F5
Role
Context
The State of Application Strategy Report (SOAS) is F5’s flagship annual thought leadership piece. For the 9th edition in 2023, we set out to evolve—not overhaul—the 2022 design. The result was a cleaner, more human-first illustration style paired with a refreshed color palette.
As art director, I defined the creative direction and visual theme for the report and all related assets (social, motion, video, paid), oversaw illustration development, and executed the full design. Partnering closely with copywriters and stakeholders, I ensured the creative felt elevated from previous years while signaling the future of hybrid IT.
illustrations
For the 2023 report, we shifted from isometric to flat illustrations—part of a broader update to F5’s illustration style. The goal was to simplify comprehension, prioritize the user, and incorporate abstract elements for added texture and context. The illustration style from this report cascaded into subsequent brand collateral.
All illustrations were created in collaboration with Kenzie Mahoskey.
Spot illustrations throughout the report let us shift from a third-person to a first-person perspective—zooming in on each section’s character narrative.
We also used the F5 brand color bar as a wayfinding tool, assigning a distinct primary color to each section and applying a matching color wash to its content.
Every year, F5 taps into the perspectives of more than 1,500 industry professionals—leaders shaping innovation, driving business objectives, and navigating digital transformation. The SOAS report turns this wealth of data into a clear, compelling narrative, giving technology decision-makers the trends, predictions, and insights they need to stay ahead.
