For Intercom’s 2025 Transformation Report, we reimagined a traditionally static, gated PDF as an immersive, web-first campaign. As Intercom shifted from reporting on trends to defining AI transformation, the team developed a new design system centered on accessibility, exploration, and dynamic storytelling. After extensive exploration, we landed on a linear, precise visual language representing forward motion and interconnected growth. The system was optimized for the web, with clear distinctions between product, editorial, and campaign moments, and a flexible color and shape framework tailored to key verticals like ecommerce, gaming, and fintech.