Forbes 30 Under 30

We used Forbes’ visual brand identity to create a package that felt on-brand yet announces itself as a major Forbes franchise. We have a collaborative relationship with our product and development team that allows us to work quickly and efficiently.

- Forbes Team

Can you describe your project and the concept behind it?

Under 30 is a global community of bold, innovative young leaders who are changing the course and face of business and society. It was really important that the redesign match the visual personality of its members. This is also a big year that kicks off the 10th anniversary year of U30.

Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?

Mamadi’s previous photography, from the bold color choices and the energy it represented, provided a strong starting point for our designs. Our initial designs incorporated a horizontal scrolling section, however after assessing best UX practices we opted for a more straightforward approach to optimize user experience.

What influenced your chosen technical approach, and how did it go beyond past methods?

Forbes is well known for its lists and U30 is one of our largest and most well known. It was important that we showcased powerful photography for all 600 honorees across the 20 categories. Designing a photo driven list was the top consideration.

When did you experience a breakthrough or an "a-ha" moment during this project?

This year we worked with 2021 U30 honoree Mamadi Doumbouya, a New York-based photographer from Guinea. This was the first time Forbes has had a U30 honoree shoot the package so we were particularly proud of that. His unique style is bright, bold and fun, exactly what we were looking for to capture the class of 2021 and as we kick off a decade of U30.

What web technologies, tools, and resources did you use to develop this?

The package was designed in Sketch and then uploaded to Zeplin in order for our development and engineering teams to construct it with React/GatsbyJS. That allowed our editorial and design teams to add copy, images, and videos throughout the package with ease.

How did you balance your own creative ideas and technical capabilities with a fair representation of the client’s brand?

We used Forbes’ visual brand identity to create a package that felt on-brand yet announces itself as a major Forbes franchise. We have a collaborative relationship with our product and development team that allows us to work quickly and efficiently.

How did the final product meet or exceed your expectations?

Our goal of tapping into the energy, boldness, and vigor of our U30 honorees within our 2021 package definitely exceeded my expectations. I credit that to a design that allowed Mamadi’s stunning visuals and strategic video placements to communicate to viewers the personality and perspective of our U30s whenever possible.

Why is this an exciting time to create new digital experiences? How does your team fit into this?

At Forbes, we’re always looking for new opportunities to push boundaries and find new and compelling ways to tell our stories visually. The 2021 U30 package really signaled a landmark moment of collaboration across our design, video, photography, development, and engineering teams.

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