Before-After

Redesigning a foreign bestseller for America

Posted by on Sep 24, 2013 in Before-After, Book Cover Design, Case Studies

Redesigning a foreign bestseller for America

Covers must adapt to cultures and personalities. The German publisher persolog® asked us to redesign their successful European book for the US market. The goal of persolog is to help people to develop themselves and the organizations they are working in, enabling them to view different life situations in a new light. In essence, the persolog models promote an efficient cooperation between people. The previous design’s primary image is off base for the US corporate market. The fresh new design (above) speaks to the four distinct personality types and the blueprint necessary to understanding and working effectively with...

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Find the right cover image to transform a loser

Posted by on Sep 19, 2013 in Before-After, Book Cover Design, Book Marketing Tools, Case Studies

Find the right cover image to transform a loser

Crossing the Tracks for Love delivers timely guidance for minimizing the impact of economic class differences on intimacy, gender roles, employment, decision-making, raising children, in-law relations, dining, and mobility between classes. After several failed attempts, we were asked to salvage this sad cover which had just about everything wrong going for it. Instantly we had the title revamped from When the Girl with the Silver Spoon Meets the Boy from across the Tracks. What speaks to class difference more strongly than a golden egg nesting with an ordinary white egg? Author Dr. Ruby Payne’s speaking career was supported with branded materials including her professional speaker kit, print ads, postcards, tradeshow banners, and more:   . . . . . . . . . . . . . . . . . . . . . . . . . “The industry standard that Kathi Dunn brought to our business has helped our reputation and our sales.” —Peg Conrad, Vice-President, Marketing, aha! Process, Inc. . . . . . . . . . . . . . . . . . . . . . . . ....

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Leveraging your chance at sponsorship using your cover

Posted by on Sep 7, 2013 in Before-After, Book Cover Design, Book Marketing Tools, Case Studies, Marketing

Leveraging your chance at sponsorship using your cover

Pride Passion Profit: 7 Steps to Category Development goes where no one else has dared go: to the heart of the relationship between a consumer and a buying experience. We were asked to freshen up this previous cover (below) without deviating greatly. We maintained the color palette, added an endorsement, massaged the typography so that each word of the title produces the emotion associated with that word, and enhances the subtitle to give legs to the title. When asked to update this book cover design, we also discovered an opportunity for sponsorship. Author Inez Blackburn’s goal, after dressing up the existing book and printing new books, was to sell copies to members of the audience at an upcoming conference which would be attended by some of the world’s largest big box stores. Amidst the redesign process and during discussions of the book’s goals, we suggested that Inez contact the event planner to recommend their pre-purchasing copies of the book as a give-away to their audience, rather than Inez selling books back-of-room at the event after her presentation. In return, she would place their name and logo on the cover as sponsor of the book for some targeted advertising and good will. They were thrilled. She was more thrilled because their purchase price as sponsor covered not only their cost for 1000 customized give-away books but also covered the cost for Inez’s extra 500 books for her future use. Because this beautiful hard-bound, dust-jacketed book ran on press, the cost of additional books to the print run was negligible. So it was a win-win for...

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How to find and work with your illustrator

Posted by on Aug 10, 2013 in Before-After, Book Cover Design, Case Studies

How to find and work with your illustrator

It’s a common story. An author is rejected repeatedly by publishing houses and, in desperation, forms his own publishing company, taking on the self-publishing role. So it was with Brian Moreland who chronicles the evolution of his book cover design and eventual signing with Berkley/Penguin. Which cover do you like best?

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The right way to update a classic bestselling book

Posted by on May 9, 2013 in Before-After, Book Cover Design, Branding, Case Studies

The right way to update a classic bestselling book

There’s nothing like designing a makeover of a bestseller. This three-year project ended at Proof #43, which may hold the record in our design studio. And that was all worth it because sales have doubled since the book came out with its newly updated design. And, Super Baby Food earned the IBPA Benjamin Franklin Silver Award for the Most Improved Redesign. Parents get only one shot to feed their babies right and Ruth Yaron has been helping parents get it right for over 15 years. Super Baby Food is affectionately referred to as the baby food bible by over half a million parents worldwide. The makeover’s non-negotiable was the purple background. And because of the legs this book already had, we were careful to ensure it would be recognizable as the renowned Super Baby Food but all dressed up for today’s parents.   15 seconds is all your back cover has to sell your book or you’ve lost the sale. Make it count. Check out the old and the...

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When friends get involved in cover design

Posted by on Mar 20, 2013 in Before-After, Book Cover Design

When friends get involved in cover design

Q. When is bullying okay? A. When your designer starts shoving and pushing you away from a dead-end cover design. The original cover design for Bullies to Buddies was angry, repelling, and illegible. How did that happen? The author initially chose a friend to work up his cover design — a friend who works with claymations and felt compelled to use those images in the cover and title treatment. Although an interesting idea, it simply does not work when considering the target market, the goals of the book, and — most importantly — the visible power of the cover. Imagine the reaction when handing a bullied kid this angry cover. Imagine trying to read the title and subtitle when the cover is viewed no larger than a postage stamp online or in print catalogs. We bullied our way through to nudge the author away from those angry, scary, evil-looking claymations (and a title font that, sorry to say, looked like dog poop). We believe that self-help books that deal with heavy emotion must speak to the result, not the problem. The result is a winning cover that resonates with its intended market, incorporating a crystal clear title, appealing color palette, and age-appropriate image. It took some bullying on our part and, in the end, the client got a compelling cover and (whew) was...

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