THE TITLE IS THE SIGN
A dense, stacked wordmark gives the long title the force and immediacy of roadside information.
// DARK MATTER GRID / CASE STUDY 01BRAND / EDITORIAL / CAMPAIGN
An identity and book-launch design for Carolina Mata’s guide to next-practice employee experience.
LEAVE BEST
PRACTICE
BEHIND.
READ THE THINKING ↓THE PUBLISHED OBJECT / IN USE
6 × 9 INTRADE PAPERBACK / 0.34 IN SPINE
THE FRICTION
A BOOK ABOUT THE NEXT MOVE COULDN’T LOOK LIKE THE LAST ONE.
THE PROBLEM
The title is long, and it makes a definite claim. I needed to give it enough force to work on a cover, then carry the same idea into launch material. The road and small orange car gave me a simple action to work with: choosing a different route.
THE STRATEGIC SHIFT
Use the road and small orange car to show a choice about direction. The title carries the argument, while the route gives it a form you can follow.
THE CENTRAL IDEA
THE PLAYBOOK WAS BUILT FOR A WORLD THAT NO LONGER EXISTS.
SO THE BRAND LEAVES THE ROAD IT WAS GIVEN.THE PROBLEM SOLVING
ONE METAPHOR. A COMPLETE SYSTEM.
The visual language treats organizational change as a physical act of movement. Every element has a job in the story.
THE CAR MAKES THE CHOICE
The small orange car makes a vivid choice: leave the expected route.
FOLLOW THE BLUE ROUTE
Curving blue routes frame content, create rhythm, form patterns, and connect the identity across scale.
THE SYSTEM LEAVES THE COVER
The concept was designed to live across the book, launch communications, merchandise, environments, and digital promotion.
THE IDENTITY
THE ARGUMENT, MADE VISIBLE.
The stacked title is the first thing you read. The blue road leads toward the small orange car, carrying the idea of choosing a different route into the mark.
PRIMARY LOGO / APPROVED ARTWORK
STACKED WORDMARK + ROUTE + VEHICLE
STACKED WORDMARK + ROUTE + VEHICLETHE DISRUPTION DEVICEOne bright decision
One bright decision
against a field of rules.
The car shows the brand's central action: a leader choosing to move beyond inherited convention.
THE BRAND SYSTEM
KEEP THE RULES USEFUL.
The guidelines show how to use the marks and palette. They also explain the book layout, with separate examples for merchandise and larger campaign placements.
- PRIMARY + SECONDARY LOGOS
- OPEN SANS TYPE SYSTEM
- FOUR-COLOR CORE PALETTE
- BOOK + MERCHANDISE APPLICATIONS
OPEN SANS / SYSTEM TYPEFACETHE NEXT
PRACTICE
PRACTICE
SEMIBOLD / 18 PT - HEADLINES
REGULAR / 12 PT - BODY COPY
ITALIC / 22 PT - PULL QUOTES
LIVE APPLICATIONS
THE SYSTEM, OUT IN THE WORLD.
The identity expands beyond the published object into tactile brand pieces and campaign-scale communications. Each uses the same route language without repeating the same composition.
Carolina MataEmployee Experience Leader · AuthorJust now · 🌐
•••Best practice can help us move faster. It can also keep us moving in the wrong direction.
I wrote Leave Best Practice Behind for leaders ready to question inherited answers and design what comes next.
THE NEW BOOK BY CAROLINA MATALEAVE BEST
PRACTICE
BEHINDAVAILABLE NOW
PRACTICE
BEHINDAVAILABLE NOW
Books › Business & Money › Management & Leadership
‹
Leave Best Practice Behind: A Guide To Next Practice Employee Experience
by Carolina Mata (Author)★★★★★ 24 ratings
Paperback
$19.99A practical guide for leaders ready to challenge inherited workplace conventions and build what comes next.
THE PUBLISHED OBJECT
FROM PROVOCATION TO THE SHELF.
The title needs enough presence on the cover to be read quickly. Inside, the typography has a slower job: helping someone stay with the argument. The road connects those two reading speeds.
VIEW THE BOOK ON AMAZON ↗THE RESULT
AN IDEA WITH A ROAD OUT.
The finished book carries the same route language as the identity and launch pieces. The stacked title gives it recognition at a glance. The smaller car supplies a detail you can come back to once the title has caught your attention.
BUY THE PUBLISHED BOOK ↗