The Idea Boutique had the opportunity to create branding and publish a book for author, motivational speaker, and attorney Darin Colucci to establish and grow his brand equity. Our design for Darin’s brand and logo, with a subtle arrow in the “a” of his name, reflects his message of moving forward and rising to success. The arrow motif translated into the design of his website, business cards, presentation templates, and social media graphics, tying everything together for consistency. The overall look is clean, modern, and age/gender-neutral to grab a broad audience’s attention. Darin’s motto, “Success Is a Choice,” was also incorporated in various designs. We established DarinColucci.com for his videos, details about his speaking events, books, blog posts, and more on his background. The Idea Boutique published the second edition of Darin’s book, Everything I Never Learned in School: A Guide to Success, which included rigorously proofing, editing, and redesigning the original manuscript. Sketches and comps of the new cover design went through rounds of edits until the best version surfaced, revealing another iteration of the arrow motif. We believe the navy and orange colors pop off the shelves or your screen—you can shop the book at Barnes & Noble and Amazon. The Idea Boutique team also arranged signings and speaking events for Darin’s book tour. Everything I Never Learned in School won a 2017 Eric Hoffer Book Award in the Self-Help Category.