Design has always been at the heart of The Coca-Cola Company's success. As the company entered a new era of marketing, focusing on human-centric experiences - design, in all its various disciplines, became even more essential to every stage of the consumer journey.

The brief was inspire and revolutionize how design was seen and applied at the company through a stylish coffee table book, a working notebook, and online.

The brief was to come up with our own creative idea for how to engage, inspire and motivate Coca-Cola employees and agency partners in the notebook and coffee table book. The creative idea was then applied to digital for the online version.

Released in three forms - coffee table book, working moleskin notebook and online this stunningly designed and aesthetically accessible Manifesto engagingly lays out the compelling history of design at Coke while describing a executable vision for the future. It reconsiders and re-elevates design for anyone and everyone within the company. It removes any obstacle to considering design and inspires every single employee to be a temporary custodian of its globally revered brands.

Knowing that people often flick through a coffee table book, the working moleskin notebook ensured that people would return and take in a small piece of the manifesto on a daily basis.

Employees whether they work in design or not have to engage with design and may often be intimidated by it or not be familiar with company’s 136 year legacy in the art. By making the manifesto a visual treat, with writing in an approachable warm style, the manifesto engages employees with an approachable witty, stunning visual feast. By producing it in three formats we ensure different ways and different rituals staff can engage with the book.

The coffee table book is based on a classic case bound book. The paper over board outer case features the TCCC family gradient, and the exposed black binding buckram spine is foiled with the Spencerian script, which folds around the whole spine. The book block is edge painted in black, with six separate book ribbons glued into the spine. The text pages are heavy and uncoated, allowing for slight show through, this is a book designed to be read and thumbed through regularly.

The notebook is created from single gummed sheets held between two foiled black end pages, with a variety of different fluorescent book tape binding. It is almost the opposite of the CT book, foiled to the cover black on black, leaving the rape to hold all the colour.

The effect was immediate. Across the system and across the globe, from employee to senior management to agency partners, design was reconsidered and re-elevated. People fell in love with design again, raising the discipline's stature in project teams, producing better communications, better products and most importantly - better, design-led experiences.