The Maverick Book Series
At the time, traditional advertising in aviation was becoming both prohibitively expensive and uninspired. As Creative Director, I was tasked with finding a more impactful way to connect with our ultra-high-net-worth clients and partners. Instead of pouring resources into short-lived campaigns, I consolidated the advertising budget and channelled it into a timeless piece of brand storytelling: The Maverick Book Series.
Created by a very small, dedicated team, the books were deliberately designed with a smart, intelligent editorial voice, speaking to the discerning mindset of decision-makers, innovators and leaders, while still maintaining the beauty, craft and tactile delight that would appeal across the board. The result was a bold, collectible series of books that went far beyond standard marketing collateral.
"To a bibliophile, there is but one thing better than a box of new books, and that is a box of old ones."
Each edition was an immersive experience, with spines that aligned across three volumes to form a unified design, changes in paper stock to add depth and surprise, pop-up aircraft illustrations, fold-out pin-up spreads, paper airplanes and even a set of aviation-themed Top Trump-style cards. Every element was carefully considered to engage curiosity and spark conversation.
The books quickly became coveted objects in their own right. Over the years, copies have found their way into the hands of icons like Charlize Theron, the Foo Fighters and prominent figures in African business and society, from top CEOs in the mining sector to philanthropist Sabine Plattner. Many specifically requested their own Maverick Book Box, cementing its reputation as a must-have piece of aviation culture.
What began as a solution to rising advertising costs evolved into something much more valuable: a beautifully produced, highly personal brand artefact that lived on desks, in boardrooms and on coffee tables around the world, telling our story long after the campaign season had ended.
