With the publishing of his sixth book, author and sales leader Anthony Iannarino wanted to create content for a larger audience. The Negativity Fast is not tailored towards sales people, like his previous books, but is instead more of a self-help guide to reducing negativity in your life for anyone. To help better align the looks of things with this unique messaging, the idea of developing a sub-brand was explored and eventually executed.
Iconography
A series of icons styled in three different ways was created and presented to the client to help define a direction for the look of the sub-brand.
Existing Iannarino Brand: This style was simply an application of the existing Iannarino brand.
Muted & Flat: The muted color conveys a sense of calm and light tapered strokes help to introduce a natural feel.
Meditation Rings: Icons are represented in a bold, simple way and accented with a breathy, meditation-like halo of rings.
The mellow colors and simple line work of the middle option were ultimately found to be the most appealing and effective at conveying the vibe of the book. The set was completed with the creation of an icon for each chapter of the book.
Illustrations
A series of illustrations was created as part of the launch campaign for the book’s release. I created a simple three act structure in which we see characters at different stages of interacting with the book. Illustration #1 showcases someone overwhelmed by the stresses of today’s world. Illustration #2 (which was completed by another designer) shows someone reading The Negativity Fast and learning how to apply its teachings to their life. Illustration #3’s character has blocked out the negativity in their life and continues to practice the book's lessons.
I used the style of the icons as a starting point for developing the look of these. They too feature a muted color palette and use sketch-like lines to define different forms and highlight parts of the illustration. They also incorporate the icons to convey the current thoughts and actions of the characters.
Social Media
Here is a selection of some of the social media graphics that I created as part of the launch campaign.
