We were charged with producing a book that successfully communicated John Deere’s core values, with representation of all its divisions and global operating units. We also needed to cover significant achievements in the firm’s 164-year history. Our design solution is based on a rigorous review and selection of images from Deere’s extensive archives. The cover image reflects the firm’s foundation in the earth, with soil as the uniting factor across all the firm’s divisions. We spent much time editing and exploring options to create the best solution, but fundamentally the book remained structured around the original core values we identified: quality, innovation, integrity and commitment.