2025 Selling Challenges Research Study Report
The 2025 Selling Challenges Research Study Report was designed as a comprehensive data-driven publication that communicates insights gathered from a large-scale sales industry survey. The report was created for Richardson & Challenger to present findings from their annual research study and highlight emerging trends in modern selling practices.
The Challenge:
The 2025 research study collected responses from more than 500 sales professionals, producing a large dataset covering trends, obstacles, and opportunities in the sales industry. The design challenge was to translate complex findings into clear, compelling visual communication; present statistical data in a way that supports storytelling rather than overwhelming readers; and create a cohesive visual identity reflecting the merger of the Richardson and Challenger brands — all while improving on previous editions through a complete redesign.
The Approach:
The process began by analyzing the dataset and identifying the most important insights, then building visual structures to organize that information into clear sections — infographics and charts to communicate statistics, modular layouts to maintain consistency, and strategic use of typography and color to guide readers through the narrative. A strong visual hierarchy made the report easy to scan, with headings, pull quotes, and callouts highlighting key findings. The design also had to reflect the newly combined Richardson + Challenger identity through a unified color palette, consistent typography, and clean, professional layouts suited to a B2B audience.
The Solution:
The final report presents research insights through a modern editorial design system blending data visualization, typography, and structured layouts — infographics that simplify complex findings, data visualizations that emphasize key statistics, and editorial-style layouts that feel polished and professional. The result balances analytical depth with readability, valuable for both executives and sales professionals.
Results & Recognition:
The redesigned report strengthened the brand's thought leadership and gave the team a powerful tool for sharing industry insights. The work was selected as a winner in the Graphic Design USA (GDUSA) Design Awards, recognized for its strength in data visualization, editorial design, and strategic communication.
Webinar Presentation:
Navigating the Buyer Confidence Crisis: Results from the 2025 Selling Challenges Research Study
The webinar presentation of the Selling Challenges Research Study was selected as a winner in the 2025 GDUSA Inhouse Design Awards™.
During my two years as the sole in-house designer at Richardson Sales Performance and Challenger Inc., I produced 12 webinar decks averaging ~1,000 registrants each, a program that alone influenced 33% of total pipeline. The broader marketing campaigns I contributed to drove $83M in campaign-level pipeline in 2024, up 24% year over year, with ABM and field events capturing 60% of pipeline from ICP accounts. I also enabled Sales and Client Advisory with tailored pitch materials and presentations throughout.
