In 2009, David Meerman Scott hired Eymer Design to design: graphics, promotional pieces, and hardcover book layout for “World Wide Rave”–the follow-up to his bestselling book, ‘The New Rules of Marketing & PR.’

Before releasing the published book, a printed viral poster was sent around the world (free of charge), to any David Meerman Scott follower that requested one. 

In return, recipients were encouraged to send David, creatively posed photographs of the poster within their immediate environment. Photographs arrived from all over the world. Some were from celebrities, others featured larger group shots, one poster was depicted as having been hung deep within a virtual world. 

My personal favorites is a photograph featuring David standing amongst a group of the original Apollo astronauts–including at least three gentlemen that have walked on the moon.

The 5.0” x 7.25” hardcover book (perfect for slipping into a briefcase, computer bag or coat pocket), features short and pithy text, as well as eye-catching icons that direct the reader to information hotspots, throughout the 200-page edition.

What does the book teach? 

How to create triggers that get millions of people to spread your ideas and share your stories to build your own GIANT AUDIENCE!

 Two summers ago, I was asked to design covers and a page layout system for David Meerman Scott and Brian Halligan’s book, Marketing Lessons From The Grateful Dead. I was extremely psyched to be working on a project that involved such exceptionally groovy subject matter.

David and I have a wonderful working relationship and I know how hard he pushed the publisher, John Wiley & Sons, Inc. to allow me to work on the project. Wiley has an excellent team of capable designers on board but occasionally bring in a hired gun.

Having worked on other book projects, including David’s, World Wide Rave, I realized that the project would entail tight project parameters–necessary for the extremely competitive world of book publishing. There is a well-developed formula and successful designers must color within their lines.

The finished piece is fairly cool. 

• The overall size is 5.25” x 7.25” with roughly 175 pages. 
• The cover is reminiscent of a split fountain concert poster that may have been tacked to a telephone pole or dropped into the window of a local record store. 
• I was also fortunate to work with legendary rock ‘n’ roll photographer, Jay Blakesberg, who supplied many great photographs from his portfolio. 
• Illustrations were provided by album cover artist, Richard Biffle, who continues to work today on Grateful Dead spin-off projects.

Last week, I received a package from David Meerman Scott.

I opened the envelope and found a trippy, Japanese version of Marketing Lessons, designed by Shin Sobue, one of Japan’s most famous book designers. 

Wow! I was blown away. 

The finished piece is truly a visual treat–with overlapping typography, liberated use of Jay’s photography, vellum overlays, fluorescent inks and 4-color artwork.

With no sour grapes intended, the two contrasting results, show how project parameters, and business formulas can directly influence the final design outcome of a project. 

Which version sold better? Now that’s an interesting question!