For this rigorous and personally monumental endeavor, I worked outside my familiar territory of marketing and branding, with a goal of creating a quality, authentic, and original work that would appeal to a paying reader.

The resulting body of work has since been recognized and awarded internationally for its originality as the first novelistic memoir presented in a full-color newspaper format. Raising questions among award bodies, such as ‘What counts as a book?’ and ‘Can a memoir be fictional?’, it softly challenged the conventions of editorial storytelling and print design.

Though this project was created with no client or brand system to answer to, my learnings from the process have reinforced my mentality around brand storytelling: How do we create playfully without succumbing to gimmick? How do we evoke feeling without dictating what the viewer should feel? How do we make something we can stand behind and sell unashamedly, because it is infused with genuine care, conviction, and love?