Guild | State of Education Benefits

Role: Creative Direction & Design

Many enterprises still treat education benefits as a passive employee perk rather than a strategic workforce lever. As a result, they miss the opportunity to use an existing investment to build critical skills, fill high-priority roles, and prepare their workforce for AI.

To combat this misconception, Guild’s creative team partnered with NewtonX to produce an annual research report that made a clear business case for using education benefits more strategically. The campaign was designed to generate demand among high-value accounts while also giving Guild sales teams a credible, insight-led tool for advancing active conversations. The deliverables for this campaign included the annual report and a full demand gen campaign, including dozens of channel and display ads, emails, organic and paid social posts, sales enablement materials, webinars, an animated landing page, and thought leadership pieces.

Creative Direction & Report Design

The art direction uses frames, simple line art, and data metaphors to illustrate the connection between individual employees and broader workforce outcomes. Because the research is complex and potentially overwhelming, the system was designed to make the story clear, skimmable, and easy for executives to absorb without necessarily reading every line. As companies navigate an increasingly unpredictable future, the visual narrative reinforces a simple idea: the workforce they need may already be within reach.