This book by A.T. Kearney and SZ Scala introduces people who are courageous and encourage others because they are regarded as role models in their industry – be it the former Thyssen-Krupp CEO or the managing director of outdoor supplier Vaude.
Their common characteristics – courage and passion – form the basis for the design and communication concept of this book: Before you can flip through it, you first have to tear open the cover. As fear and courage are mutually dependent, both the courage colour magenta and its counterpart green, which stands for fear, play an important role. On the one hand, they characterise outstanding quotations. On the other hand, they can be found in the infographics, which are radically reduced to the essentials – as well as between the chapters: As separators, double pages of manually-sprayed graffiti stand symbolically for an urban form of courageous expression of opinion.
Concept, Art Direction and Design for SZ Scala and A.T. Kearney
German Design Award, 2020
Best of Content Marketing, 2019, Silver
Fox Awards, 2019, Gold