BOOK DESIGN + WEBINAR PRODUCTION
PROJECT BRIEF
Cliff Beach approached me as he was writing his book, Side Hustle and Flow. I was forwarded a rough design of what he envisioned. Taking that concept I improvised on that theme according to his branding and the book's concept.
Asset Package
Cliff Beach approached me as he was writing his book, Side Hustle and Flow. I was forwarded a rough design of what he envisioned. Taking that concept I improvised on that theme according to his branding and the book's concept.
​
It was a few months later when we revisited the idea and expanded it to a 10 part webinar as a companion piece to his book.
​
Deliverables
-
1 book cover design
-
1 paperback design
-
1 book cover design formatted for Audible
-
10 produced videos for a webinar that were on-brand
BOOK COVER DESIGN
1st is the rough design that I was provided with. The second is my elaboration on that design incorporating his branding and formatting to the publisher's specs.
Cliff Beach's colors are red and black. "Side hustle" connotes grit and "Hustle and Flow" alludes to the 2005 film by Craig Brewer. This all led to keeping a rugged, city look and feel. You can see the distressed look on "Side Hustle" and the text blocks are semi-transparent in order to allow some of the texture through. The color palette is self-contained as they were all sampled from the original picture, while still maintaining Cliff Beach's signature red and black.
The eye travels from Cliff Beach's picture to the title, down to his name and back again. The red strip and the right text alignment emphasizing the side hustle. The color and font change on "Flow" helps add interest and breaks up the rhythm of the featured items. In order to let the name pop the shadow along the wall was darkened, and the wall texture was also extended in order to fill the complete composition. His head and arm overlaps the design, which integrate it into the scene.
The paperback design shares the same design without the flaps.
AUDIBLE FORMATTING
Audible was a smaller format in a rectangular template. When considering designs that will be most often read on smaller tablets or as thumbnail images in ads one has to consider size of the subject matter and the information that is kept. The composition become limited and must be effective. Here is the info graphic by audible that incorporated the newly formatted design.
WEBINAR VIDEO PRODUCTION
Cliff Beach approached me with his idea to create a webinar in tandem with his book. Our discovery of the project came to 10 videos around 5 to 10 minutes in length. We would approach the look like a late show or a news format. Those programs are usually sensory overload. Since this project was educational rather than entertainment the background we kept minimal in order for the viewer to focus mostly on Cliff Beach himself.
​
We filmed at the studio that he has set up in one of his business endeavors. We had limited adjustment to lights, but we were able to get soft lighting and backlighting to get a clear picture of him. We opted for changing wardrobe for each video. It was a fairly quick shoot. Considering budget, timeframe and legalities, I opted to use only images found on royalty free/public domain images.
One lavalier mic was used to record the audio which was compressed with a tube-compressor plug-in, and the only edits that were made were the few times that there were stutters or corrections made in real time. Below is an shortened/edited version of one of the 10 modules. They all maintained the same format and branding.
​
You may see the example below or visit the Udemy site for access to more samples and information.