Trend report
The Annual Vantage Report is a data-driven trend report created for Vagaro, a business management software platform for beauty and wellness professionals. The report analyzes real customer data from the previous year to highlight emerging trends, uncover growth opportunities, and provide actionable insights that help businesses build client loyalty and increase revenue.
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The primary goal was twofold, position Vagaro as an industry leader & trusted educator, and deliver actionable insights backed by real customer data that pros could immediately apply to improve their business.
The challenge was transforming a large volume of complex statistics into a clear, engaging digital experience that felt credible, approachable, and genuinely useful to Vagaro’s audience.
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Lead Designer & Art Director
My primary role was to design the report’s website, translating complex research and data into a clear, engaging digital experience. I partnered closely with researchers as insights were finalized, shaping how information was prioritized and visualized for Vagaro’s audience.
I also had the opportunity to art direct the photoshoot and collaborate cross-functionally with marketing, PR, and development teams through launch.
Data & Research
Because the data was sourced directly from real Vagaro customers, accuracy and clarity were critical. I partnered closely with our research team as insights came in, helping determine which data points were most relevant to our audience, how trends should be grouped & framed, and the most effective way to visualize information for quick comprehension and action.
The Photography
To reinforce authenticity and inclusivity, we intentionally featured a diverse range of real people throughout the report. This included invited models as well as real Vagaro employees.
I art directed the studio photoshoot, partnering closely with the photographer on lighting and color treatment, model posing and styling direction, studio setup.
The result was a human, approachable visual layer that complemented the data and reinforced trust.
The report was designed as a responsive web experience and distributed across multiple channels, including PR publications, email marketing campaigns, in-software placements within Vagaro, brand partners and influencer amplification.
This multi-channel approach extended the reach of the report while maintaining a consistent, elevated visual experience across touch points.
