The project would eventually encompass everything from the book design, layouts and illustrations; social media across multiple platforms; 3D displays at bookstores; branded giveaways for book signings; a media kit; banners for tradeshows and events; and even a monumental animated billboard on Times Square.
Yet it all began with Stacey approaching Cecile to provide one service: the visual design of her new book, including layouts and illustrations. Since Brand Up is aimed at young people in their late teens and early twenties, Stacey knew it required a fresh, contemporary and engaging design. She also knew there was no one who could deliver that type of look quite like Cecile, who also happened to be her lifetime friend. So even though her publisher, Post Hill Press, offered an in-house illustrator, Stacey went with Create & Associates.
The difference became noticeable right away. For example, Stacey’s original concept for the book was a classic text-on-white format, which highlighted the guidebook’s instructional intent. Cecile noted that, much like Brand Up teaches the importance of standing out, the book’s cover needed to stand out, as well. There was also the critically important reality that because Amazon pages are white, a mainly-white book cover would fade into the background.
From there, the partnership took off. Cecile and Stacey collaborated on developing and implementing a marketing and promotional strategy that addressed the wide variety of touch points where prospects could become aware of, and ultimately purchase, the new book.
These platforms include: social media postings on Instagram, Facebook and LinkedIn – supported by the strategy for the content calendar, and creative execution of all messages), eye-catching banners to run on career and education websites, 3D displays at bookstores, online press releases, digital billboards, and the design and development of a branded website. In every situation, the visual imagery, logo design, and custom communication strategy supported the unique identity at the heart of Brand Up’s message.