‘Improvement Evolved’ is a free digital playbook created by SafetyCulture to educate the public on the improvement narrative developed by the company. The playbook provides a guide for businesses to assess their processes, and take action to improve their workplace systems. 

The design requirements of this project were to align with SafetyCulture’s visual identity without overt branding, and ensure the content was easy to navigate for readers. To meet this criteria I prioritised typographic hierarchy which I established through font, size and colour. This gave the document a clearly defined structure for audiences to follow, which was imperative given its content-rich nature. It also enabled me to highlight key pieces of information, drawing attention to focus areas established by the client. 

Layout was a key consideration as the diverse content covered in the playbook needed to be presented in various ways. I employed a 12-column grid which allowed the necessary flexibility while still providing structure. I primarily used 1 or 2 column layouts as this was optimal for readability, especially in longer sections of copy. Additionally, diagrams, timelines, tables and checklists were used to convey different concepts. I developed specific treatments for each content type so they were recognisable and consistent across the playbook.

The playbook needed to be identifiably SafetyCulture, but without overt branding. To meet this requirement I implemented colour in a refined way, restraining the palette of purple, blue and yellow by using it as a feature highlighting important copy or drawing attention to diagrams. With this treatment colour served as a vector, guiding the reader’s focus to the most critical sections of the playbook. I also implemented gradients and lower opacity fills to add dimension, texture and visual interest. Finally, the design was brought to life with imagery sourced from real SafetyCulture customers, providing authenticity and human context.