I got the honor of working on several projects at 160over90 that were integral pieces in the agency’s brand, and new business strategy. One of those projects was the creation of the agency’s book, “Our Beliefs & Our Process.” The book was one of many touch-points a potential client could experience the 160over90 brand. Others included the 160over90 website, portfolios, proposals, face-to-face presentations, and tours of the office. Since this book was one of the earliest pieces sent out to potential clients, it was important that the book laid out a few fundamentals: 1) What we believed made good branding. 2) The process we used to create good branding. 3) The overall personality of 160over90, without focusing solely on individuals. 4) Our branding work.

In order to showcase these fundamentals the book was split into three parts. The first part of the book laid out our beliefs like they were commandments. For each belief a unique visual was created to represent it, but it was important that the styles and mediums varied throughout. This part also focused on showing the space in which we work, as well as a variety of topics you could overhear being discussed in that vicinity. This copy allowed us to express a variety of people’s personalities, without focusing on singular people.

The second part of the book focused on our process and methodology for creating great brands. At 160over90 we’re very process oriented and we realize that helps us and our clients get the most creative, effective, and efficient work. Not only did the second part of the book explain the importance of this through copy, but it also used thumbnails and annotations from the actual creation of the book to show the 160over90 process. Throughout the pages the thumbnails step through the creation of the book, from creative brief, to research, outlines, mechs, and the final printing of the of the book.

The third part of the book is a stationery system that is individually bound to the back of the book with a variety of custom made case studies that are relevant to the person receiving the book.

Created at 160over90, the team included:

Executive Creative Director: Darryl Cilli; Creative Director: Dan Shepelavy; Art Director: Adam Flanagan; Designers: Matthew Bednarik; Stephen Penning; Copywriter: Brendan Quinn; Photography: Matthew Bednarik.