Modern marketing firm Quarry teamed up with Beutler Ink to visualize the findings of their recent report on the state of segmentation. The resulting infographic features seven takeaways from Quarry’s survey of 200 sales, marketing and product development executives in North American B2C and B2B companies and illustrates the gap between segmentation models and the quality of an organization’s customer experience.
Our design approach was simple—to create graphic that was fun, engaging, and effective. We framed the data around individual scenes existing within a larger cityscape. The style, filled with detail and texture, embraces the life of the city: the vibrant colors, the grittiness, and the daily hustle and bustle. We wanted to bring the energy of the metropolis into the illustration while maintaining a whimsical and contemporary look to complement the Quarry brand.