The lesson
Label a thought-leadership PDF a Point of View on its cover, so it presents itself as an opinion to read, not a brochure.
The move
The cover is a black page with the Deloitte wordmark top left and a large round cluster of neon line icons: shopping carts, padlocks, a BUY button, a barcode, a clock marked 24. The title "Data governance perspectives on Generative AI" is in green with "Deloitte Point of View (PoV)" in white below it. "August 2023" sits bottom left.
Why it works
- Our readNaming the format "Point of View (PoV)" in the cover lockup sets the expectation of an argument rather than a product pitch.
- Our readA dated cover reads like a publication, and the date tells the reader how current the thinking is.
- Our readThe cover stays quiet: one illustration, a two-line title lockup, a date and a small badge. It does not try to sell anything.
What not to copy
Don't copy the icon art; its retail and payments icons have little to do with the title. Keep the PoV label and the date, and make the cover image say something about your argument.
