The Challenge
Performance Coaching is one of the preeminent corporate training companies in Canada. Their strong reputation results with their consistent delivery through exceptional trainers of highly relevant, skill-based programs to executives seeking to develop commitment and competence in others. Dr. Peter Jensen, a leading sport psychologist worldwide and the founder of Performance Coaching, was writing a book on performance and wanted a very dynamic cover. He asked Atom Graphics to submit some concepts for consideration.
This exciting project for the Atom Graphics’ team involved the creation of a hardcover book jacket for Peter Jensen’s new book, Igniting the Third Factor. Directed at managers, coaches, and parents, this business book would be available at Chapters-Indigo, Performance Coaching seminars, and from Performance Coaching’s website. It was important that the book visually compete for attention when placed next to other business books. The jacket had to communicate the excitement and power of the concepts existing within the book itself.
The Solution
Attracted by the novelty of a metaphor which did not fit within typical existing business imagery, Atom Graphics came up with the idea of a spark plug igniting. The idea of matches striking was overused in business literature, and the team really wanted to avoid that. The punch in the design came from a combination of bold typography and the creation of a giant ‘spark’ at the end of the spark plug. Through discussions with the client, it was decided that two foil treatments and an emboss on the lettering would give the book jacket even more boost.
The Results
Performance Coaching sent potential designs from other designers, along with Atom Graphics’ concepts, out to 12 reviewers whose opinion they valued. Our concept with the spark plug was the winner, hands down! The result is a book that stands out on shelves, encouraging people to pick it up and ignite for themselves the Third Factor. Hugely successful, and ultimately picked up by Chapters-Indigo, Dr. Jensen’s book continues to garner numerous positive reviews.
Related project: Peter Jensen website
