Bloomberg LLP, a high-tech news-gathering service with its own dedicated computer network and television programming, was interested in getting into the book business. They commissioned our studio to create a book series on personal finance. These books needed to feel modern and current, but also remain fresh-looking as the series expanded. A Commonsense Guide to Your 401(k) is the sixth book in this series.

Since personal finance can be rather dry and unexciting, we wanted to evoke the human side with lush color and soft, sensual lighting. Heidi Merscher did the photo-illustration, shooting many objects herself and digitally rendering the rest to create gravity-defying still lifes. They hint at the high-tech authority of Bloomberg, but bring it into a human context that is understandable and appealing. The main typeface, Thesis, presents the title directly and concisely, yet its curved letterforms project a warmth that is personal rather than institutional. The monochromatic palette of the book cover changes with each new book, building a spectrum of color as the series continues.