The brand book would need to highlight the unique individuality of MOD and its employees (aka MODsters) while also serving as a guide to learning the ins and outs of the company. We would use bold graphics, imagery, and quotes that would not only immediately drive home the MOD mentality but also reinvent the outdated stigma of traditional brand books. Every page would be different. Every word and image would serve a purpose. This wouldn’t be another orientation takeaway you threw in the trash, it would be a motivational poster on steroids.
To make this look like the real deal, we ditched the stock photography and corporate jargon. Instead, we opted for creative custom typography, conversational copy, and images of real MOD employees – piercings, tattoos, and all - to convey MOD’s rock n’ roll aesthetic. The book broke down the brand’s origins and core values in an easy-to-digest layout while also encouraging employees to embrace the freedom to be themselves.
It was informative and informal, eye-catching and soul-searching - it was what every brand book should be. As a final touch, we left the founders’ favorite Dr. Seuss quote on the opening page: “Why fit in when you were born to stand out?” We couldn’t agree more.