Client
Bridget Ericsson – Author
Background
Bridget Ericsson is an accomplished ski instructor, Pilates instructor and former membership director at PSIA (Professional Ski Instructors of America).
Challenge
Bridget was on a journey to build her Pilates instruction clientele to be a full time career. Her challenge was to get enough recurring clients to go full time. Her expert knowledge in Pilates for skiers is unique and she decided to create a book which would help leverage her knowledge and set herself apart as an expert in that niche. But she needed help putting the content together in an professional format that connected with her target audience. Initially she tried using a crowd-sourcing website for the design of the cover, but it had some problems.
The crowd-sourced book cover was too dark overall. The background photo treatment looked like a layer of smog had settled into the mountains. Yuck! The font had a unique but totally retro feel that didn’t seem appropriate. And the Pilates pose was robotic, for lack of a better word.
Solution
We worked with a fantastic photographer, Brian Simms at SimmsPics to shoot and edit all the photos for the cover and inner pages. The photos with her hot pink jacket and blue sky were much brighter and engaging than the original cover. So that was a great start. I cherry picked a handful of my favorites to work with, but I just couldn’t choose a single image that was visually interesting enough. That is what triggered the idea of a super imposed collage of multiple images. Three images worked perfectly to fill the space without it getting too crowded while making it look interesting. I wanted to connect the title with her outstretched hands to tie everything together and make it interesting looking. It was a struggle to find the right balance of overlap while keeping the letters readable. I think I nailed it.
Visit PilatesForSkiers.co
The image below is the crowd-sourced cover referred to above.
