Our initial research uncovered two clear selling points: the calibre and personality of our contributors, and Facebook’s strong desire to make the content as practical as possible.
We created an approach that would help us marry this personality and practicality in style. Drawing on insights gleaned from previous thought-leadership projects, we combined concise yet colourful ghostwritten content with bespoke, portrait-style illustrations.
Facebook’s art direction emphasises emotion, optimism and humanity. To evoke this we commissioned Helen Green to create the 22 illustrations we needed. Her portraits make each title page an event, and immediately convey tangible character and personality.
We conducted interviews, and commissioned and edited ghostwritten content to capture the voices of our contributors. When editing, we made sure the articles communicate complex ideas clearly, and we listened out for the nuances that would make each one unique.
Build Brilliant Brands was set to be one of the first high-profile examples of the new (at the time) Facebook brand in print. Our challenge was always to create a best-in-class example of that brand in action, while interpreting the guidelines in ways that would allow the book to shine.
The book’s iridescent cover is a perfect example of striking that balance. It echoes Facebook’s redesigned empathetic logo, but also reflects the changing nature of the marketing industry and the different voices within the book.
HAA were the best agency we’ve worked with. There wasn’t one weak link in the team: from project management to art direction to editorial and writing, we felt we had the best talent working with us.
The book launched with a bang, sitting at the top of the UK Apple Books charts in both the Business & Personal Finance and Marketing & Sales categories one month after its release.
Build Brilliant Brands was always thought of as a jumping off point for future council activities. So far, it’s succeeded in starting important, industry-wide conversations — and at a time when communication, collaboration and innovation is more important than ever before.