All Blacks business book unveiled by Aesop

By Ishbel Macleod | PR and social media consultant

November 19, 2013 | 2 min read

Legacy, a book about the All Blacks and what the team can teach about the business of life, has been unveiled by Aesop.

The book, which features a black and white Nick Danziger photograph of a young rugby player, was written by James Kerr and looks to provide 15 lessons in leadership.

He said: "I was thrilled that the Aesop Agency team captured the almost spiritual ethos of the All Blacks, whilst positioning the book squarely for the business audience. The brief was challenging - to design a book about rugby for those who don't necessarily follow the game - and I think they put it right between the posts."

The cover is matte black with silver-foil text laid over the image, and looks to capture the ‘heart’ of the All Blacks.

Dan Calderwood, design director for Aesop Agency explained: “In approaching the design, we didn’t want to hamper ourselves with the usual ‘generic’ business book look. James has written a compelling book inspired by one of the world’s most enthralling and charismatic sporting teams and the challenge, therefore, was to deliver an enticing design with on-shelf impact that captures the spirit and tells the story.”

Legacy, What the All Blacks can teach us about the business of life, 15 lessons in leadership is published by Constable & Robinson.

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