We dropped by design powerhouse Pentagram to discuss a new project.
They handed us a book — I thought it was a bible. Substantial, thick and flexible black cover, and a red ribbon bookmark.
Then I opened it up and realized that this was the 600-page portfolio of their design work — The Black Book. Their work is impressive, of course. But the book blew their competitor’s pocket-folder portfolios out of the water.
When you’re in a sea of similar-looking competitors, how can you change the game so you instantly stand out?