Case study / 24
CompTIA.
Making data skills visible: campaign concepts for CompTIA Data+, connecting analytical expertise with career opportunity.
01 / The brief
Make a new qualification feel like an opportunity.
CompTIA’s 2022 brief introduced Data+ as a foundational certification for data analysts, extending its established IT certification portfolio into a new market. The campaign needed to connect proof of analytical skills with the confidence to take a career forward.
The audience included early-career professionals and people moving into data roles, with around 18–24 months of relevant experience. The messaging also addressed employers investing in stronger analytical teams.
CompTIA’s internal team had developed the “Data+ Sparks” idea, initial image concepts and supporting copy. My task was to translate that starting point into a distinctive visual approach that could work across digital campaign formats.
- Role
- Visual design · Image compositing · Motion exploration
- Scope
- Three static ad compositions · Two event formats · One unselected motion concept
- Credits
- Visual design and motion exploration: Hazhin Roshanysefat. Campaign brief, messaging, initial concepts and existing identity: CompTIA.
02 / The visual idea
Connect the skills to the person.
A network of purple nodes and fine white lines surrounds a cut-out portrait. Labels such as data mining, visualisation and communicating insights make the subject’s skills part of the composition. The person gives an abstract technical proposition a human focal point.
Black creates a clear field for the network, while yellow emphasises “sparks” within the headline. The square and portrait layouts combine person, skills and message; the narrow banner reduces the composition to the network and headline. Each format keeps the same visual logic with a different balance of information.
03 / Event communication
Carry the idea into a more detailed message.
The event designs bring career development and workforce capability into one headline. Speaker portraits, the Data+ badge and the event date establish the practical information around that promise.
The connecting lines remain, linking this more detailed communication to the ad concepts. A yellow square layout and a purple vertical layout reorganise the same content for different proportions, keeping the event title prominent and the speaker group together.
04 / Unselected motion concept
Let the message develop over time.
The animation explores the same portrait and network as a sequence. Changing headlines connect data skills with imagination and career opportunity, while moving nodes and lines give the composition a sense of progression.
This direction was not selected. It is included here as a motion exploration, showing how the static visual language could extend into a timed digital ad.
05 / Design contribution
One visual idea, several communication needs.
The work brings together three static ad compositions, two event formats and one unselected animation. Portrait, network, colour and typography give the set continuity as the amount of information and the shape of the canvas change.
My contribution covered visual concepts, image compositing, layout, format adaptation and motion exploration. CompTIA’s brief, messaging and existing identity provided the campaign foundation.