BUILDING A DIGITAL CROWD AROUND THE EPITOME OF OFFLINE:
A BOOK

 
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decoding silicon valley

In 2016, Silicon Valley ecosystem gurus Michelle Messina and Jonathan Baer launched their long-awaited, must-read, insights into the Silicon Valley ecosystem. Michelle and Jonathan, having been first-hand witnesses to multiple waves of the digital revolution, decided to collect their insights in the most offline medium of all: a book. The book format was chosen to inspire the kind of deep immersion needed to understand the mindset of what Silicon Valley is.

 

However, launching a book in age of screen-reads requires clever crowd-building. We partnered with the authors to create a bold, eye-catching graphical identity that would work across all types of media, from book to website. We designed a visual toolbox that would integrate all touchpoints, including the book cover and campaign website. Then, we crafted a social media campaign based on data-driven insights and learnings, and prepared the launch.

We’re extremely proud to have contributed to this book’s emergence in a wider audience.

 
Logo design

Logo design

Book cover

Book cover

Brand colors

Brand colors

Typographic style

Typographic style

The concept of decoding was reflected with partly pixelated photos and video transitions.

The concept of decoding was reflected with partly pixelated photos and video transitions.

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