Brand Building
Iteration and evolution of the jacket design
The challenge
An author with global reach. And a jacket meant to influence an entire brand identity and campaign—think: audience engagement campaign, website, videos, mailers.
The method
Bending the rules—due to the book’s and Buckingham’s importance to our portfolio—this author was an integral part of the jacket creation process. We iterated. I had two weeks until my design would be on a shared stage between author and former President Obama. So, as noted, this was important. Due to the pressure and time constraints, I hired two additional designers to simultaneously create additional designs. It was a frenzy of ideas that yielded a plethora of options. He chose mine. We built a campaign on the book’s design to extend his brand beyond the book.
Design elements from jacket used in a variety of mediums: website, video, social media.
The result
A coalition of “freethinking leaders” was born and to date this book has sold over 100,000 copies.
