New Power

Client: New Power
Date: April 3, 2018
Services: UX, Visual Design, Print Design

01. The Brief

On April 3, 2018, Jeremy Heimans and Henry Timms’s book New Power was launched, with a campaign led by Purpose.

New Power is not just a business / social justice book, it is a movement. New power is the necessary tool we need to succeed in the 21st century, and the brand has to exemplify this.

02. The Goals

Initial goal? Make the book a best seller.

At the end of the day, finding the correct tools, creative and strategy to drive sales proved most important to our team. Second goal? Create a brand the importances of this movement. Using the key themes of celebrity endorsement, topical events, fear, passion, social progress, and practical tools, the creative for this project had a goal of heightening the book to users as much more than that. 

Firstly, to create this movement a brand had to be established. We decided to focus on a vibrant bright color palette, and “new power” centric UX and features. We did this by including celebrity endorsements as well as everday read reviews, a “Are you New Power quiz” and many instances to share pieces on social media.

Next, a campaign was created around the book through social posts, ads, landing pages, quiz, and emails. 

All the work seen below was created as contract work for hire for Purpose.

03. The Launch

Since the release of New Power, the website, graphics, landing pages, and all collateral have been circulated the internet by the likes of Richard Branson, Bill Gates, and Russell Brand. The book was #1 in new releases in multiple Amazon categories, and made the Wall Street Journal’s best seller list.

04. Ad Campaign

We executed 22 rounds of advertisements, between testing themes, and trying new creative ideas. We landed with a solid group of graphics to be used as both ads and organic social posts.