Editorial design and information layout for Gate's annual technical reports. Dense data made readable for executive buyers — measured in clarification calls, not page views.
Annual technical reports averaged 40-60 pages of dense data. Executive buyers needed headline findings in minutes, not hours. Sales reported the same pattern: clients would receive a report, then schedule a call to ask what it meant.
Hierarchy first: the most important finding got its own spread. Pacing second: dense data balanced with breathing room. Progressive disclosure third: summary up top, detail below. Information design isn't decoration. The goal is decision speed.
Buyers reported reading the executive summary and being able to make decisions without escalating to a technical analyst — which is exactly what an executive report should do. The reports started getting forwarded.
