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American Express OPEN

Visualizing Women Owned Businesses

THE PROJECT
JESS3 collaborated with American Express OPEN – the leader in small business – to bring their State of Women Owned Businesses Report to life through visual storytelling. Seeking to inspire and motivate the women-business owner community and ignite a digital conversation, the final result was a four-week, five-tiered campaign that focused on the successes, challenges, and goals of women business owners.

METHODOLOGY
JESS3 sought out to create equally powerful visuals to highlight the already powerful content. The graphics were created within an established style palette to ensure a smooth, overarching theme of design. Through unique visuals and exclusive interviews with select women business owners, the campaign spurred a strong rally-cry for women across the country. Focusing on powerful, sharable content, we used a five-tiered strategy to encompass the many facets of the data and to reach the desired audience through multiple channels.

CAMPAIGN
Infographic. The campaign kicked off with an infographic that included data from the State of Women Owned Businesses Report. The infographic encompassed not only the data, but also projected the overall tone, story and messages of the campaign. For optimal sharing, it was sized with blog and data communities in mind.

Data Graphics. Thought-provoking graphics which contained smaller nuggets of the overall story were created to be more socially optimized and easily-shareable. These graphics contained three to four data points relating to the campaign.

Spotlight Graphics. The real personality of the campaign shined through our spotlight graphics. Each of the spotlight graphics highlighted one influential woman-business owner and included her insights, perspectives, and advice to aspiring women entrepreneurs. Each socially optimized graphic included a custom portrait of the featured woman.

Text Graphics. The socially optimized text graphics played a unique role within the campaign. As extensions of the spotlight and data graphics, they highlighted powerful, meaningful and inspiring content in snackable, quotable, shareable form.

Iconic Graphic. Our final graphic encompassed the overall mood and sentiment of the campaign. As well as being socially optimized, it included overarching, high-level quotes that were paralleled with elegant design.

THE RESULTS
There to kick off the campaign was an exclusive from Mashable. From there, the campaign results were explosive regarding shares, social engagement and coverage. The original goals set out by JESS3 and American Express OPEN were largely surpassed before the campaign closed. In fact, the campaign exceeded the original 100,000+ social interactions goal on August 7th, prior to the final graphics being released.

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News & Updates

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March 18, 2013

JESS3’s Facebook Emoticon Graphic Featured on The Next Web

Called “The Essential Guide to Facebook Emoticons,” The Next Web premiered JESS3’s graphic outlining how to create emoticons in Facebook messages, comments and chats. Displaying everything from Chris Putnam to a penguin, the emoticons and their keyboard shortcuts give users a wide breadth of fun options. As noted by The Next Web, JESS3’s graphic reveals the tricks of the keyboard shortcut trade to solve an “age-old problem” — expressing one’s excitement, or penguin obsession, through Facebook of course.

March 13, 2013

Jesse Thomas Gives Expert Advice to Marketing Land

JESS3’s founder, Jesse Thomas, sat down with Marketing Land as one of 8 industry experts, including other designers and top level executives, to answer the questions “What makes an excellent infographic?” and “What should my expectations be for an infographic?” Jesse stressed in his answers that infographics need to be beautiful, but also meaningful and have the data to back them up, because “the primary purpose of an infographic is to spark informed conversation and action.” He also noted that “An infographic should be intelligent and tell the audience something they don’t already know, but say it with words and terms they do.”

March 12, 2013

Mashable Features JESS3’s Novel “Old School” Approach to Marketing at SXSW

Mashable highlighted JESS3’s lo-fi approach to self-marketing at SXSWi 2013: posters. The site reported that for a conference positioned around new trends and cutting-edge technology, posters remain an effective and popular means of marketing. Tech start-ups have to compete for top-of-mind exposure at the annual interactive festival, driving companies to lace-up their shoes and go “old school” with marketing visuals. Mashable quoted CEO and founder, Jesse Thomas, as a leader in this trend, and someone who knows the “fight for space” is worth the return via logo exposure and business inquiries.

February 27, 2013

The Workplace Zodiac Infographic by JESS3 and Mindjet Featured on Visual.ly

Infographic and data visualization community Visual.ly featured The Workplace Zodiac, an infographic created by JESS3 for Mindjet, on its front page. Outlining the dynamics of different Work Personality Types, the infographic was the final piece of Mindjet’s Workology series, which examines every team member’s role for maximizing team success. Although the project’s original intention was to drive brand awareness, Mindjet incorporated the series into their sales team’s efforts as well. The infographic is now in the top 5% of Business content on Visual.ly.

February 13, 2013

Creepy Cupid Valentines by JESS3 Featured on Mashable

Mashable featured JESS3’s Creepy Cupid series of digital valentines as part of their Valentine’s Day coverage, publicizing their humour and connection to the all-too-real online world of dating. Our graphics, called a “hilarious set,” use real quotes from online dating site OKCupid to encapsulate the boldness — and the trepidations — of online dating. Ranging from the silly to the outright absurd, the shareable cards were optimized for social media and capitalized on the hashtag #CreepyCupid. Mashable noted that regardless of whether love is blind, our playful graphics are “all the visualization you need.”

February 07, 2013

The Next Web Gets Geosocial Universe 3.0 Exclusive

JESS3’s third version of the Geosocial Universe premiered in an exclusive on The Next Web, one of the world’s largest online tech publishers. The Geosocial Universe 3.0 illustrates the vastness of geosocial networking, highlighting the major social networks as planets orbitting the "sun" of nearly 6 billion global mobile devices — “depicting exactly where mobile stands in today’s ecosystem.” The Next Web noted how the Geosocial Universe 3.0 sheds light on growing mobile traffic, showing “just how big those numbers have become” in the ever-expanding geosocial-sphere.

January 31, 2013

JESS3’s Coachella Infographic Featured on The Huffington Post

The Huffington Post’s Los Angeles vertical spotlighted “Coachella by the Likes,” JESS3’s infographic examining Coachella’s roster by number of “Likes” each band has on Facebook. We matched the number of Facebook fans per musical act with their graphic presence on the annual Coachella lineup poster. Making use of the Facebook-liking, data-driven generation, the resulting visualization triggered insightful discoveries about the festival’s lineup. The Huffington Post used our findings to surmise whether “Coachella's iconic poster [does] justice to the most popular acts when it comes to prominence and font size.”

December 17, 2012

JESS3 Named to iMedia 25 Agencies to Watch

iMedia Connection named JESS3 to the iMedia 25 agency list, recognizing JESS3 as a key agency that has advanced interactive marketing through big ideas, brilliant creative, cutting-edge technology, and the passionate pursuit of excellence in the digital space. Citing our work with Samsung, ESPN, American Express, and recent partnership with the Google Politics and Elections team for the 2012 National Conventions, the article states, “JESS3 has a gift for turning numbers into stories and a passion for creating content strategies that resonate over the long haul.”

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