Design of 5 coherent & impactful white papers to reinforce the authority of Learn to Buy
Apprendre les Achats wanted to professionalize and harmonize all its premium resources dedicated to buyers: five key white papers, each covering a strategic pillar of the profession. The aim was to transform this expert content into a coherent, modern and rewarding editorial collection. Flowr Agency was called in to create a unified graphic line, professional layouts and attractive mockups, to reinforce the educational impact and credibility of each book.
Initial customer request.
The customer had five major purchasing books - all written as raw documents, with no professional layout, no visual unity, and difficult to exploit as premium resources.
Each book presented rich, relevant content, but the whole lacked coherence, readability and marketing impact.
The objective was clear: transform these 5 heterogeneous documents into a collection of professional white papers, A coherent, modern image capable of attracting an audience of buyers, managers, students and industry professionals.
The customer wanted :
Completely modernize the layout to make each book clearer, more readable and more pleasant to navigate.
Creating a common graphic identity in order to unify the 5 books under a single editorial line.
Structuring the content of each book into readable chapters, with a clear table of contents and a consistent visual hierarchy.
Add graphics, boxes, pictograms and visuals to highlight key data and make reading more dynamic.
Producing professional mockups to present each book in an attractive way.
Create several dedicated landing pages, SEO and conversion optimized, with a free extract to encourage downloads.
Position as a premium collection destined to become a major driver of lead generation.
In a nutshell: take 5 raw documents and turn them into a library of modern, coherent, conversion-oriented white papers, The aim is to promote Apprendre les Achats' expertise and strengthen its position in the purchasing sector.
This has been achieved.
To transform these five raw works into a genuine collection of professional white papers, a complete work of editorial overhaul, design and structuring was carried out.
The aim: to create a coherent, readable, modern series perfectly aligned with the Apprendre les Achats identity.
1. Complete reorganization of content & pedagogical structuring
Each document, rich but difficult to read, has been completely redesigned:
Each book is divided into logical chapters: purchasing concepts, business practices, glossary, benchmarks, mistakes to avoid, etc.
Add titles, subtitles, key paragraphs, sidebars and highlight areas.
A clear, uniform table of contents for all five books.
Slight editorial reworking to improve fluidity without altering the original ideas.
2. Complete design of the five books
To give the collection a strong, consistent identity:
Creation of a dedicated graphic charter (palette, typography, visual structure).
Modern, easy-to-read layout.
Integration of pictograms, visuals, graphics and visual cues specific to each book.
Standardization of style while retaining specific content (salary, glossary, practices, etc.).
3. Creation of all covers and back covers
Design of 5 distinct but coherent covers with the same graphic identity.
Creation of 4ᵉ covers including summary, reader benefits and author information.
Work on aesthetics and hierarchy to maximize visual impact.
4. Add illustrations & contextualized visual elements
To energize reading and enhance content:
Add images related to purchasing, organizations, performance, skills and salaries.
Creation of statistical boxes, stylized graphs and differentiated pictograms.
Highlighting the key ideas of each book through effective visual storytelling.
5. Production of marketing mockups for the 5 books
To strengthen promotion and facilitate distribution:
Individual 3D mockups for each work.
Group mockups featuring the complete collection.
Variations suitable for: social networks, websites, newsletters, sales presentations.
6. Creation of several dedicated landing pages
Each book has its own optimized page:
Clear summary of content
Highlights & benefits
Visuals and mockups
Conversion-optimized download form
Best-practice SEO structure (Hn, keywords, JSON-LD)
Add a free extract to encourage downloads
Software used.
Canva
Canva was used to design the complete layout: structure, typography, colors, visuals and style of the white paper for a professional, consistent look.
Photoshop
Photoshop was used to create and retouch the mockups of the white paper, in order to obtain realistic and attractive visuals for the marketing promotion.
WordPress
Canva was used to design the complete layout: structure, typography, colors, visuals and style of the white paper for a professional, consistent look.
Adobe
The PDF has been exported in high quality, optimized for the web and ready for download, with a consistent, readable and perfectly structured layout.
Total number of pages.
The final white paper includes 42 pages, We've redesigned and enriched each section to transform a dense statistical document into a premium, readable resource. Each section has been structured with graphs, comparative tables, key data and boxes to facilitate analysis. The layout incorporates a modern cover, a clear table of contents, hierarchical chapters, visual transitions and a back cover designed for conversion and downloading.
From raw report to strategic white paper: enhancing the Achats 2025 Benchmark
Sector
Achats & procurement - Salary analysis - HR benchmark for purchasing functions
Collaboration
B2B - Purchasing professionals, purchasing departments, consulting firms, managers & buyers
Country
France - International (Europe / North Africa)
Expertise
- Complete redesign of the white paper (layout + structuring)
- Creation of a professional & editorial design (cover + 4ᵉ cover)
- Organizing content and prioritizing statistical data
- Integration of graphics, visuals, pictograms and comparison tables
- Typographic harmonization and visual modernization
- Creation of marketing mockups to promote the book
- Optimization for web download & multi-media distribution
- Creation of a dedicated landing page with book excerpt & conversion form
The result
The final white paper includes 42 pages, We've completely modernized and structured our products to transform a raw document into a premium medium that's a pleasure to read. Reworked graphics, clear table of contents, integrated visuals and professional layout: content gains in readability and credibility.
The white paper is now ready for effective marketing use:
- broadcast on a dedicated landing page,
- sharing in newsletters and lead generation campaigns.
From realistic mockups (3D, desktop, role-playing) reinforce the perceived value of the document.
In a nutshell: a clear, modern and attractive white paper, perfectly aligned with the brand's identity and designed to convert.
See the final result
A dedicated landing page
Here's the white paper in pictures
