State of Martech 2026

Graphic Design / Information Design / Publication
Graphic and information design for the State of Martech 2026, Scott Brinker and Frans Riemersma's annual report on the marketing technology industry, released on MartechDay and read by tens of thousands of professionals across the industry.
The chrysalis appears throughout the report as Scott and Frans's metaphor for the deep transformation reshaping the marketing technology industry. The cover art is the visual expression of that thread.
This year's edition introduced two new data visualization formats: bubble charts plotting build activity against buy activity across AI marketing use cases, and heatmaps showing how companies are implementing each one. Both presented a fresh design challenge, translating dense survey data into formats that stay readable on the page.
The report runs 125 pages, with new and recurring elements coexisting throughout. This is made possible by a design system established in previous editions, broad and malleable enough to meet each edition's needs while connecting one report to the next.

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