Vimcal EA

Project Goal

Vimcal EA is the Executive Assistant product line from Vimcal, a San Francisco calendar company founded by John Li and Michael Zhao. The team had surveyed 600 Executive Assistants on compensation, workload, calendaring habits, and AI adoption, and needed the raw results turned into a downloadable PDF report they could publish for the EA community.

Project Context

Vimcal came to Pitch Deck Studios with a Google Doc of raw survey data and no accompanying copy, along with a Figma file for their report landing page to use as a branding reference. The report needed to hold 52 data points and roughly 35 charts across up to 28 pages, work as a print-ready PDF, and read as an engaging piece of content rather than a slide deck.

The Challenge

Most PDS projects are pitch decks built around a single narrative arc. This one was closer to a data publication: dozens of distinct charts, covering topics from salary bands to AI tool adoption, each needing its own layout decision, with no draft copy yet written to guide page flow. The goal was to make 52 data points feel readable and consistent rather than repetitive.

Our Approach

Pitch Deck Studios built a flexible layout system that could hold bar charts, donut charts, comparison tables, and quote callouts side by side while keeping color, typography, and spacing consistent from page to page. The team referenced Vimcal's Figma landing page for brand direction, added playful icon touches throughout, and worked in anonymized EA quotes and testimonials as their own visual moments rather than plain pull quotes. A short test section was designed first and approved before the full report was built out, with the client and legal reviewer adding detailed feedback, including exact formatting for altered quotes, along the way.

What We Delivered

• A 30-page print-ready PDF report
• Design and layout for 52 data points, including around 35 static charts
• A consistent color, typography, and layout system applied across every section
• Quote cards and testimonials integrated throughout
• Client and legal review incorporated into the final design

The Result

Vimcal EA walked away with a report worthy of its own spotlight, a polished, on-brand PDF ready to go straight from the company's website into the hands of the EA community. The client was delighted with the final product, and the project lead relaying that feedback specifically called out how well the design handled the sheer scale of a 600-person, 52-data-point survey.

Company: Vimcal EA
Location: San Francisco, California, United States
Industry: Software & SaaS (Calendar and productivity tools for Executive Assistants)
Founder: John Li, Michael Zhao (Co-Founders, Vimcal)
Project Type: Research Report / Data Report Design
Delivery Date: January 2026