Work / Campaign + Editorial / Xerox
Xerox Speaking of Work
Celebrated authors on the future of work — and an editorial microsite for Xerox that reads like a magazine, not a brochure.
Client
Xerox
My role
Art Director
Team
w/ Creative Dir. + Copywriter @VML
Timeline
3 Months
Deliverables
Responsive Landing Page
Tools
Illustrator · Photoshop · XD
TL;DR — the 30-second version
TL;DR
01 — The problem
Xerox wanted to talk about the future of work without sounding like a printer brochure.
02 — What I did
Art-directed an editorial microsite where every author gets a chapter: portrait hero, essay, a “technology behind the story” video and a free book download.
03 — The result
12.4K
E-book downloads in the first 90 days
(01) — The challenge
Make a technology brand worth reading.
Speaking of Work paired novelists and essayists — Valeria Luiselli, Roxane Gay, Gary Shteyngart and more — with one question: what is work becoming? Each chapter had to feel like a magazine feature while still connecting back to Xerox and turning readers into subscribers.
The brief: an editorial platform with a repeatable chapter template, portrait-led art direction, and a clear path from essay to free book download.
“Let the writers lead. The brand shows up in the margins.”
— Creative Director
(02) — Process
How it came together
01
Concept
An editorial platform and chapter structure built around each author’s essay.
02
Portraits
Direction for author photography and video — intimate, warm, unmistakably human.
03
Design
Chapter template: portrait hero, essay, technology behind the story, meet the authors.
04
E-book
The Speaking of Work book, designed for tablet reading and download.
05
Launch
“Stay informed” sign-ups and social cut-downs for every chapter.
Behind the scenes
On top of creating the full digital footprint I also did extensive photo and audio editing
(03) — The work
Chapter by chapter.
(04) — Results
What changed
12.4K
E-book downloads
+38%
Newsletter sign-ups
4:12
Avg. time reading
(05) — If I did it again
What I’d do next
Cut every chapter into short-form video for social first, and let readers vote on the next author.
Credits: Digital Cubed, Vertiv
Next case study
Vertiv →
(05) – Contact
Say hi
Hiring a Senior Art Director or Design Lead?
I’m open to full-time and contract roles – in-house or agency. Send the brief, the team and the problem; I’ll come back with questions and ideas.
mk@workingprint.com
Based in
NYC · Remote / Hybrid