Unravelling Ambiguity
Encapsulating over three decades of strategic brand wisdom and a lifetime in businesses and boardrooms.
The Brief
Brian Richards, the author of Unravelling Ambiguity: Credible to Incredible is held in high regard as one of New Zealand’s most prominent brand strategists. His book, thirty years in the making, is a calling card for his work and legacy.
The brief was to create a publication as compelling as its contents; an object d’art as thoughtfully designed as the brands that Brian has crafted with his agency, Richards Partners. With a target audience of business leaders, strategists, and designers, the book must practice what it preaches about the importance of strategic intent and impeccable execution.
Studio
Richards Partners
Creative Direction & Editorial
Kyle Ranudo
Author
Brian Richards
Design
Tommy Chin
Photography Art Direction
Leah Shao
Photography
Kyle Ranudo
Design Solution
Typography & design language that builds on top of the Richards Partners visual identity. EB Garamond, a classic serif, is paired with the sans-serif brand typeface, Theinhardt.
A tactile slipcase wrapped in white fabric, with black silkscreen printing and embossed purple foiling that gives the book an understated yet commanding confidence.
Design Solution
Three individual volumes break the 400+ pages of content up into easy-to-handle digests for an optimal reading experience.
A grey to white colour palette that represents the journey from the grey area of ambiguity to the clarity of white space.
Design Solution
An exposed spine that enables the book to lie flat, bound with purple thread that echoes Richards Partner’s brand colour.
A set of symbols echoes the importance of semiotics in the practice of branding. Built from the Richards Partners logo, each volume and chapter is represented by a symbol.
Design Solution
The curation of imagery comprised of historically significant photographs, illustrations, and artworks. These serve as metaphors to support the book’s 39 provocations, prompting readers to think critically about their businesses and brands.
Book endorsement of Unravelling Ambiguity
“To know Brian Richards is to know a genuinely creative mind. A mind that understands how to weave brands with purpose, beauty and logic. Let him take you on a journey of enquiry and weave brands with purpose, beauty and logic. Let him take you on a journey of enquiry and provocation that promises to unlock the heart and soul of your business.”
– Tim Brown, Chair Emeritus of IDEO and author of Change By Design
Design
Creative/Design Direction
Typography & Layout
Production Management
Sound
Sound Design
Production
Scriptwriting