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Lead With Intent

Arne Pedersen is a locally based business owner and well respected leadership trainer. His leadership concepts and ideas have been the result of personal experience as well as his army training.

Arne was writing a pocket guide to leadership and needed a cover design that would reflect his experience as well as create a presence on bookstore shelves. We took our inspiration from his army training and developed a cover design based on morse code. The design itself spells out the title, "Lead with Intent". The color scheme also recalls the army uniforms he had become so familiar with.