Challenging the Big Brands: How New Brands Win Market Share With Innovative Design

Challenging the Big Brands offers brand creators, graphic designers, and advertising executives an inside look at the graphic design elements that have helped transform unknown companies into household names. Illustrated throughout with arresting four-color images, the book walks readers through dozens of successful graphic design strategies, from original proposals and preliminary sketches to final design and implementation. Each case study includes insights - both from the company and the design firm they worked with - into the creative process behind the project and the brilliant moves that helped catapult it to the top.