The Advantage Series — 2021
The Advantage series takes the underutilized tools in a brand’s kit and shines a new light on them. The first two books hone in on research and insight on how having a strong purpose and media POV can elevate a brand from the inside out, resulting in a larger and engaged audience.
In the first edition of the Purpose Advantage (released back in 2019), the original illustration style was inspired by sketchbooks, using thin line art punctuated by moments of color. The artwork evolved from representational to conceptual with the latest edition in order to better reflect the motifs and metaphors that are used throughout the first two books. The illustrations leaned into minimal surrealism in order to convey the conceptual nature of these ideas.
Art Direction: Edwing Mendez | Layout Design: Joni Thomas
Purpose Advantage illustrations (chapter titles, brand case studies, character profiles).
Flip through of Media Advantage.
Illustrated portraits of the author (far left) and featured guests.
