TL;DR
Client: x+why, a business community that wants to do more than connect businesses: it wants to change the way business works, for good.
Problem: Researcher and writer Richard Johnson had written Mission Lit, a book packed with ideas, interviews and thoughts. It had the potential to become bold brand positioning for x+why, but it needed shaping to get there.
What I did: Edited the book, uncovering its core ideas and making it more accessible. The result was calmly confident, assertive and playful.
Results: Richard now runs Mission Lit workshops across the country, adding value to x+why. The book’s personality then became the foundation of x+why’s tone of voice (see the x+why project), and continues to live as quarterly zines.
Worked with: youandmecreative (Creative direction, brand visuals, illustration).
“Without her, the book wouldn’t exist.” Phil Nevin, co-founder and CCO
The brief
Brand identity | Brand story | Brand voice
Manifesto | Creative editorial | Editing
x+why want to do more than connect businesses: they want to change the way business works - for good.
The friction
Researcher and writer Richard Johnson had written Mission Lit. Packed full of ideas, interviews and thoughts, it had potential to deliver unique and bold brand positioning.
Uncovering the core ideas, increasing the accessibility and creating opportunities, Mission Lit offered x+why enormous potential to extend their brand and prove their hypothesis: doing good is good for business.
Matching ambition
Co-creating the visual brand with you&us creative, we dug into 1968 Paris, powerful leaders and the best of self-help. Our vision was calmly confident, assertive and playful.
Result
Mission Lit workshops now provide added value to x+why. Author Richard Johnson is giving Mission Lit workshops across the country, inspiring change and action.
And, when x+why needed a new tone of voice, they came to Fables, and we knew just how to help (check out the x+why project 
).
Mission Lit is now core to x+why's identity as it grows its portfolio of co-work spaces across the UK's city centres.
The review
“Ann was the savior of Mission Lit - without her, the book wouldn't exist.
We decided to work with Ann to edit Mission Lit because she understood the potential of the project to act as a bold, dynamic piece of brand positioning. From the outset, Ann proved herself to be intelligent, fun and disciplined.
Ann’s a talented inter disciplinarian, bringing the best of her wide experience to help our project to succeed.”
Phil Nevin, co-founder and COO, x+why
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