Explaining complex technology to an industry that did not want software
Years of infographics and data visualizations built to explain food safety and supply chain technology to a traditional, tech-resistant industry — going deep into the product with subject-matter experts and turning difficult concepts into something consumable.
Why this work exists
Primus Group offers a diverse set of services centered on food safety and supply chain compliance. Azzule Systems is its technology and data management branch — a forward-thinking tech company trying to connect with and sell into a notoriously traditional, tech-resistant industry.
An industry like that cannot be sold to with feature lists. It has to be taught. Thought leadership was the strategy, which meant explaining how complex technology solves complex problems, and how it makes daily life meaningfully easier for the people doing the work.
Approach
This is one of my favorite kinds of project. It means going deep into the technology, analyzing the data, sitting with subject-matter experts, and synthesizing genuinely difficult concepts into something a grower or a buyer can absorb in thirty seconds — with graphics good enough that they want to.
Storytelling through data visualization is how a B2B technology company educates, connects with, and onboards an audience that would otherwise never read the whitepaper.
Results
A visual language for the company's most difficult ideas, reused across sales, education, and onboarding for the better part of a decade.