A Question for You

I have had a thought and want to see what you think.

We’ve begun discussing the idea of creating an in-depth, beautifully designed branding process book, but we aren’t sure if this is brilliant or insane.

The big idea is to provide a behind-the-curtain look at our branding and design process (kinda like our blog posts on steroids). We would break down everything from initial sketches through the final product, including client feedback in between rounds that influenced direction, road blocks and how they were handled, business lessons and much more. It would be a visual documentary with accompanying step-by-step text.

The current thought is to pick between three and five projects to document, thereby creating a lengthy, beautiful and tangible resource for sharing inspiration and business experiences.

We haven’t even started doing math on this idea, but with costs involved there’s no question that the book would cost something… So, the questions for you are:

Would you buy it?
What might you pay?
Are we nuts? ( Comment with thoughts! )

Join the conversation

David Anspaugh on September 24, 2012

Yes. $30. Yes.

Michael on September 24, 2012

I’d consider buying something like, personally I wouldn’t pay more then $10.00 for a .PDF version. Perhaps $15 for print. I like the idea of the process behind your process, I personally love a behind the scenes look in designer’s processes.

Jared on September 24, 2012

Yes, but I would be more interested in see how you setup your style guides. Less than $30 would be fine.

Mike on September 24, 2012

I’d defiantly but one. A print version would be idea, for me, but I would also consider a .PDF version. Would easily pay $30 or so for a print version.

Richard Meredith on September 24, 2012

Personally I’d love to see a branding book created by the Team at Focus Lab.

The projects I’ve see have such a lot of love, care and attention spent on them it would be inspiring to have an even more detailed view on your processes/concepts.

Would happily spend up to £10 (Digital) - £30+ (Physical and Digital) limited edition run.



Chris on September 24, 2012

I’d gladly spend under $40 for a print copy. I think the work speaks for itself and I’d be tremendously appreciative getting behind the curtain. Looking forward to it!

Vimal Kutmutia on September 24, 2012

A wel thought practical process onto a paper is a good Idea Bill. However, it creates a value when its educational, resourceful and inspirational.

If one gets to learn something out of it, it automatically creates a value for them.

I would happily pay in the range of $10 to $20 for PDF and Printed versions.

Galen on September 24, 2012

I love the idea. $20 - $25 seems reasonable for a well-done printed version. I’m not sure a eBook would be a good idea with something like this though.

Modisana on September 24, 2012

It is a fantastic idea in my opinion. Would be great to see how other creatives think and take feedback from clients and/or do general brainstorming. I would buy the book in a heartbeat. I agree with others about the price as well. ‘Round $30 for the printed book and a bit less for the pdf version.

Mirco on September 24, 2012

You bet I would purchase it. :)
I wasn’t expecting much. You know!

About Prices:
— 30$/35$ if in high-quality printed Book
— 10$ (digital)

Filip on September 24, 2012

I love your work, so I would definitely buy it! I guess 20-30 bucks for printed version would be fine price.

derrick kempf on September 24, 2012

1. Hell Yeah!
2. $35-$40 for printed. $20 for digital.
3. Brilliant idea.

Jorge on September 24, 2012

I think it would be a great educational tool for a lot of us. I read tons of books already and this would be a pretty sweet book to add to my collection.

As far as pricing goes, it really doesn’t matter to me as long as it is educational and there is something to take away from it. So whatever price you choose will not affect my purchase—education is an investment.

In regards to being “nuts”, we all have to be a little nuts to get out of our comfort zone and try something new. I commend you on this.

Should this go to fruition, please let us know when we can pre-order. Thank you Bill, cheers!

Lewis on September 24, 2012

£25 for a printed edition would be awesome.
Go for it - I’m still at school and this sounds like it would inspire me and be hugely educational.

Scott Wooden on September 24, 2012

Yep! Somewhere between £25 - £40 depending on the quality and content. I’d love to see a range of different branding scenarious, for example, perhaps a few small local / family driven businesses compared to the large corporate clients. And of course humour would be nice! Perhaps some hilarious email sent between client and designer along with the outcomes and designers thoughts / advice on how to handle that particular situation. Booming with ideas! Good luck!

Maria Frey on September 24, 2012

Considering the “branding wizard” reputation that you have in my mind from seeing all of the work you’ve been doing over the past couple of years, I’d totally buy the book. I’d have no hesitations to pay $40 for it. I’d also promote the heck out of it for you on the Twitters, our UX Meetup, family reunions, bus stops, wherever they won’t arrest me.


Roberto on September 24, 2012

1. Yes!
2. $40-$50 for printed. $20 for digital.
3. Awesome idea

charles riccardi on September 24, 2012

1. Absolutely.
2. $30-$50
3. Not at all. I think that because most agencies are prideful and don’t like to reveal process, you have the chance at success. The only other book where someone explains process and thoughts in depth is Designing Obama by Simple Scott.

Good luck guys!

Gareth Botha on September 24, 2012

I probably wouldn’t buy a printed copy if it cost over $30, especially if there is a digital download alternative. That said, I’d probably pay in the $10 - $20 range for a digital copy (though would prefer an under $30 printed edition).

Hasan Qureshi on September 24, 2012

Yes, definitely if it would be available in the UK…

Joel on September 25, 2012

$30-$50 range?
You guys’ dribbble posts with exactly this type of content, are by far, my favorite posts. So much to learn.

Sam on September 25, 2012

Based on your previous work, I think any designer looking to improve would be mad not buy.

Especially if you made a stunning hard backed book… I’d happily shell out £30-£40 for that.

Razlan Hanafiah on September 25, 2012

I don’t mind paying $40 – $50 if there’s free delivery to Malaysia :D

David on September 25, 2012

1. Absolutely!
2. £20-30 (plus postage to UK)
3. Nope. It’s a great idea!

Love seeing your Dribbble shots. I’d like to second Jared’s request to see the process behind your Style Guides.

Really hope this becomes a reality :)

JHO on September 25, 2012

Yes. $30-$50. Yes.

If you used something like: http://www.blurb.com/ that made the book available on demand and/or as a pdf for tablet consumption that might drive costs down a bit… and make it more accessible globally.

If it was designed as a beautiful albeit slightly academic book… I don’t see why local bookstores and design schools wouldn’t consume the heck out of it…

Who else is doing this? What are their price points? Is there a marketing angle or is this a profit game?

Do it!


Philip on September 25, 2012

Yes that would be amazing :-)

Steven Grant on September 25, 2012

Sounds like a Kickstarter project :-)

Daniel Archer on September 25, 2012

Do it.

$10 for eBook / PDF.
$25 for Coffee Table Book.

Yasemin G on September 25, 2012

I’d love to have one. It can be up to $50 and there will be a shipping cost… I don’t like digital books.

Kevin Jones on September 25, 2012

Yes. $30 was my initial reaction, too. If it looked really well made, I might go $50.

Pete Orme on September 26, 2012

- I enjoy following the part of your process you share on Dribbble. Extrapolating from there I can imagine I’d love it!
- I think I’d pay around $50.
- Who doesn’t like people that are nuts?

Henrik on September 26, 2012

I’d buy it straight up, I know it will be good coming for you guys

I’ d easily pay somewhere between 20-40, depending on the extent…

Bill Kenney on September 26, 2012

Well looks like I better get my #2 pencil out. Let the games begin .... :)

Marcus Neto on September 26, 2012

Yes I would definitely buy the book in whatever format it was provided. Your (Focus Lab’s) work is outstanding. I would pay any reasonable price for either a pdf or print book.

Evan Place on September 26, 2012

Funny.. I was literally just thinking it would be great to know your process and get ideas for improving my own methods. It might also be cool to see a short web video of your process for creating the book too and part of the decision making process. I love seeing the “behind the schenes”. It would be really cool to “follow along” with the process as it happens.

Alicja Colon on September 26, 2012

I really like Evan’s idea :) Behind-the-Scenes videos of the behind-the-scenes book

Caitlin on September 26, 2012

Definitely! I’ve been looking for something like this to help build and improve upon my own process.

$35-45 print; $15-20 digital

Henrik on September 27, 2012

And we want it done by next Friday ;)

Kristy on September 28, 2012

1. Yes, I would buy it.

2. I would pay between $25-$30.

3. Yes, you are definitely nuts!

Justin on October 1, 2012

I’d absolutely be on board with seeing a bok like this from you guys. I think $30-40 would be a good price point. I’ve wanted to throw down for the Designing Obama book, but the $70 is just too much to swallow.

Put me on the list!

Farhana Qazi on October 1, 2012

Maria is right. There is no question about whether this is a good idea! It’s a GREAT idea because so many women I know ask “how do I blog? I don’t know what to do.” You have a HUGE market for people who want to blog but don’t know the mechanics or style guidelines, etc.

Cost is not an issue when you produce quality, as you always do.

Though $25 is a good ballpark figure.

Best of luck.

Tom on October 5, 2012

Awesome idea. Now we can have double spreads to froth over instead of 400x300 images.

John Wilson on October 8, 2012

As a “soon-to-graduate” student, I would definitely grab one! I would even pay upwards of $40 to $50 since it would most likely help me in the long run—a type of investment.

Luke Etheridge on October 9, 2012

Seriously great idea. From the stuff I’ve seen from you Bill and Focus Lab in general I would certainly pay $30 for such a book.

Good luck with the project and I look forward to reading when it’s out!


Casey Cavanagh on October 9, 2012

I’d definitely check it out! Awesome idea.

I’d pay a $20-30 for a book.

Have you considered a “pay what you want” model?

Stephen Capp on October 10, 2012

I would pay up to $50ish dollars for something like this. Maybe a magazine instead of a book? Something like the goodness from http://www.offscreenmag.com? Perhaps a Kickstarter project with different levels of financial opt in.

Jamie Wilson on October 11, 2012

Yes yes yes!!! The process you guys go through is a good one and having this in print would be an amazing resource and reference to have. Pricing would depend on the content but anything between $30-$50 I would think.

David on October 11, 2012

I would definitely buy and be willing to pay $30–$50. A section on setting up style guides would be great.

Why not go the Kickstarter route?

Luis Salinas on October 30, 2012

I would pay anything only cus I’m your biggest fan (put it this way, if sun’ n’ fun’ or Snappy where women, I would marry them both and end up arrested for bigamy). ANYWAYS, so what about a pdf version for $19.99, a printed edition for $49.99 and a deluxe version with a cover, 6 extra pages of junk and 1 of 4 different mini-posters (like those Nintendo power ones and yes - collect them all type a thing). But wait there’s more: a couple of stickers if you pre-order now… only $64.99!

praveen on December 29, 2012

yes - 10$ to 15$ - yes

To see your process and especially your equipment. how to use things may be i have all the things but i’m not using like you :)

CeeJay Nweke on December 31, 2012

But I love it that you guys are nuts - want to learn from you all as much as I can! Einstein was nuts too…who cares?
I’m currently a design student with a focus in branding and graphic design, and I want to venture out into web design, UI/UX, programming, and the rest of the whole nine yards. Your book’ll be a good investment.

Jeff on January 5, 2013

Yes. $30-$50. A behind-the-curtain look would be both interesting and informative. I’d definitely buy it.

jonny on January 19, 2013

I think there is a definite lack of books as in depth as the one you’re proposing. I would def pay around $25. But I would hope that it includes a decent amount of client feedback, pushback and how you guys dealt with it. Perhaps including a project that had a particularly difficult client…though I know there would be ramifications to doing that. I would also like to see it as a reference, and not just contain pretty pictures but also include justification for the designs, theory, fundamentals, and teach us a few things.


Jon on April 1, 2013

Funny, I literally came to your site looking for blog posts on your branding process, via dribbble. Was hoping to find some of your techniques. So, Yes, I would buy it. How much I would pay is hard to say. $15-30 is my initial thought, based on some high quality books I’ve purchased in the past. For me, the value is more in how I would benefit and how it would improve my approach than it is about how beautiful the book is. But, like some others have mentioned, I could be swayed to be pay upwards of $50. I also like the e-book/printed book options.

Liam on July 12, 2013

Brilliant Idea. Id love a print copy but being in the UK shipping might cost a lot for me.  Happily pay £40 which is about $60 for a good in depth look at your processes.

Henrik on September 11, 2013

Interested in knowing how this is progressing, are you seriously thinking of going through with this?

Regards, Henrik

Zayne on December 3, 2013

Well i guess you got your answer, I would definitely purchase myself a copy of the printed version.

Will pay around the $30-$50 range

and you would be nuts for suggesting this awesome probosal and not putting it together

Arthur on December 12, 2013

What Zayne said!

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