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This is a personal project that I did to share my knowledge of branding and management and administration; knowledge that I have accumulated during these wonderful and at the same time hard-working 20 years. I thought that I would like to save time and money through learning from my mistakes and successes, to new designers who venture to be entrepreneurs. Having a practical guide or a teacher when you are starting out is an invaluable help that improves the client-studio relationship in a branding project and allows you to have some kind of lifesaver within that great adventure that is starting a design office or studio dedicated to communication.

Researching this topic, I analyzed that business and management books tend to be very rigid and monochromatic in their design and this was a bid to design (and write) something other than that. Each chapter has a different color and begins with a fun illustration that combines analog and digital techniques through different programs such as Illustrator and Procreate. The design is intimate and eclectic, like that of a diary, or a study notebook. Inside we can find sketches, initial drawings, lined pages, real case presentations, photographs and even a process checklist. The text pages are designed with a wide variety of fonts: Iconic, the first font from Arutza Estudio, for the capital; Beverly Drive by Hoodzpah fonts for chapter numbering and index, Canela Bold by Commercial Type for folios and small texts, and Hoefler Text by Hoefler&Co (one of my favorite fonts) for general text. Textures, black brush lines and manually lettered letters are some of the characteristics of the pulp novel era from which the aesthetic inspiration of the 6 illustrations at the beginning of the chapter that the book has comes from (if you want to see the process of digital illustration of a of them you can visit my YouTube channel and see the streaming video I made when I made it). The book is published in digital and printed format.

See the streaming YouTube

Buying the color pdf in Arutza´s shop
Buying a print copy in Amazon
Buying the Kindle edition in Amazon

Photography: Andrés Duplat