Kissflow SMB whitepaper
InDesign long-form layout and production for a lead-gen whitepaper—shared here as a short excerpt only.
Overview
Kissflow needed a polished downloadable whitepaper aimed at small-business operators: clear on the problem space, credible on the product story, and easy to skim in a busy inbox. I owned structure, layout, and InDesign production—working from an outline and rough copy into a print-ready PDF with consistent hierarchy, callouts, and chapter rhythm.
Sample pages
This page embeds a short PDF excerpt (pages 1–4, 11, and 6 from the source file—not the full publication). Enough to judge typography, grid, and pacing without giving the whole story away. You can download the full version here.
Problem
Long-form B2B PDFs fail when they read like slide decks pasted into pages... walls of text, weak scannability, and no sense of where to look first. The goal was a document that felt editorial and intentional while still supporting dense technical messaging.
Process
I set up a modular grid (single-column body with a narrow margin rail for tips and pull quotes), defined type styles for H1–H3, body, captions, and lists, then flowed copy with paragraph and character styles so last-minute edits stayed safe. Figures and iconography were aligned to the grid; export presets were checked for both screen PDF and print bleed where needed.
Solution
The result turns dense whitepaper content into something people can actually move through; clear, structured, and designed to hold attention without oversimplifying the content.
More work
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