THE TITLE IS THE SIGN
A dense, stacked wordmark gives the long title the force and immediacy of roadside information.
ALL WORKCONTACT ↗// DARK MATTER GRID / CASE STUDY 01BRAND / EDITORIAL / CAMPAIGN
A provocative identity and launch system 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
// 01 - THE FRICTION
A BOOK ABOUT THE NEXT MOVE COULDN’T LOOK LIKE THE LAST ONE.
THE PROBLEM
A book challenging inherited workplace conventions could not arrive looking like another polite corporate playbook. The identity had to carry a long title with force, support serious editorial content, and expand into a campaign that made the argument recognizable before a single page was opened.
THE STRATEGIC SHIFT
Move the story from management theory to a universal visual language: roads, signs, headlights, wrong turns, and the deliberate choice to leave the prescribed route.
// 02 - THE CENTRAL IDEA
THE PLAYBOOK WAS BUILT FOR A WORLD THAT NO LONGER EXISTS.
SO THE BRAND LEAVES THE ROAD IT WAS GIVEN.// 03 - 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 orange car is the human decision inside the system: small, vivid, and unwilling to keep following the expected line.
THE ROAD BECOMES A LANGUAGE
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.
// 04 - THE IDENTITY
THE ARGUMENT, MADE VISIBLE.
The actual primary mark brings every piece of the concept together: destination language, institutional scale, a road that refuses the straight line, and the car that initiates change.
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 is not decoration. It is the action at the center of the brand: a leader choosing movement over inherited convention.
// 05 - THE BRAND SYSTEM
BUILT TO STAY ON COURSE WHILE IT BREAKS COURSE.
The guidelines turn the idea into a repeatable design language: primary and secondary marks, wordmark, submark, typography, palette, book architecture, merchandise, and campaign scale.
- 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
// 06 - 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.
// 07 - THE PUBLISHED OBJECT
FROM PROVOCATION TO THE SHELF.
The book puts strategy, identity, typography, and campaign logic into one physical experience. The cover has to interrupt a shelf, the interior has to carry complex thinking, and the complete object has to feel as decisive as the argument it contains.
VIEW THE BOOK ON AMAZON ↗// 08 - THE RESULT
AN IDEA WITH A ROAD OUT.
Leave Best Practice Behind works as a scalable visual argument. It is clear enough for thought leadership, disruptive enough for a launch campaign, and flexible enough to keep moving across every touchpoint.
BUY THE PUBLISHED BOOK ↗