Sales Training Book Design for Win Without Pitching
Win Without Pitching's brand is built on the success achieved by thousands of creative professionals who apply the principles of The Win Without Pitching Manifesto.
The success and creative direction of The Win Without Pitching Manifesto, a manifesto of business practices for creative firms by Blair Enns, formed the foundation for the logo and visual branding for Win Without Pitching.
A typography-first design directive
I'm looking for someone to design my book, The Win Without Pitching Manifesto. I thought of you because you're a type nut and I think you've done some work on bibles. I'm looking for something simple, but with gravitas. Target audience is designers. It should all be about the type and use of space.” – Blair Enns, Author
The Business Case
To Build a Movement, Begin with the Brand
The Win Without Pitching Manifesto (WWPM) is more than a book – it’s a movement that became the foundation for the brand.
Any movement is enhanced when its voice and brand touchpoints align with the cause.
From its final size to the choice of type and paper, the only thing missing from the book is the scent of aged wood pulp and bindery glue. We evoked what we could not replicate: the sense of age, the sense of gravitas that the author desired.
Every aspect of design was carefully considered, down to the page count, balanced against a readable size of Emigré's Mrs. Eaves family, with drop caps from Altered Ego Font’s AE Prosperity script typeface.
Brand Strategy:
Aligning the Brand with the Mission
Win Without Pitching’s mission is to change how creative services are bought and sold worldwide.
Imagine the feel of a black linen binding of the casebound book, with the title stamped in red metallic foil. Black ink on an ivory text-weight parchment paper stock completes the feel of a book of ancient wisdom – the low opacity of the paper stock creates a sense of translucency that enhances the weight of the words.
A hand-lettered monogram combining the letters WWP provides visual continuity throughout the book and all other materials, including the epub version and website.
Outcomes:
Design Amplifies the Content
The growing success of The Win Without Pitching Manifesto and its beautiful design inspired the Win Without Pitching company to adopt the WWP monogram and typography as its brand identity.
Over 40,000 Copies Sold Worldwide
Helps Creative Firms Earn Millions
TrainsThousands of Designers
Beyond the Manifesto
Pricing Creativity
Pricing Creativity is a premium-priced book on value pricing that helps creative firms get compensated for the value they create.
The 3-ring binder desk version allows agency principals and business development professionals to learn and apply principles that help agencies make more money.
Beautifully designed and produced with a print-on-demand model, Pricing Creativity fuels the movement.
Photo credit top: Chris Do
Beautiful Design and Touchpoints
The greatest challenge was to create a poster that included not only the 12 proclamations but also the abstracts – the paragraphs that succinctly declare the changed thinking the reader should consider.
Ultimately inspired by the Declaration of Independence (and affectionately nicknamed the “Declaration of Windependence”), the initial silkscreened poster evolved into the concept of a letterpress poster, evoking a hand-written manifesto.
The most simple and elegant of the proposed solutions, the final design invites the reader to read and reflect on the 12 proclamations.
The Design That Inspires Agency Owners
I just got back from a small European tour. Someone somewhere was talking about how beautiful The Manifesto is. She said she sometimes drops it on a designer's desk and says, "This! This is what I want!”– Blair Enns, author
Do you feel powerless because you’re competing against deep-pocketed competitors? Call today to design a strategy to capture demand, create new customers, and grow your business.
Aespire Branding
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Sheffield Village, OH 44035
Phone: (440) 322-5142
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Aespire is a Woman-Owned Small Business Enterprise (WBE)
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