Goodwings – Whitepapers and Guides

A suite of downloadable guides and whitepapers that became a core part of how Goodwings educated and converted B2B prospects.

Inside the documents

The interior layouts were built for people who skim before they read. Each section opens with a clear headline and a short lead, with body copy set at a comfortable measure for long-form reading. Data and statistics are pulled into larger callout treatments so they register on a quick pass. Custom infographics were designed for each guide to visualise key data points — travel emissions, cost benchmarks, programme performance — in a way that matched the brand and added clarity rather than decoration. For longer whitepapers, chapter-style dividers keep the reader oriented throughout. Several of the guides were also printed for trade show use, so layouts were set up from the start to hold up in print — conservative margins, CMYK-safe colour values, and type sizes that stay legible at physical scale.

Designing for conversion

These were gated assets, so the cover had to do real work. A prospect deciding whether to hand over their email needs to feel the document is worth it before they open it. I treated each cover as a small poster — the title specific and useful, the visual matched to the topic, the Goodwings brand present without overwhelming the content. The result is a library that looks considered and consistent, which reflects on the credibility of the product it sits alongside.