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The Physics of Brand

As a member of Capsule, I was fortunate to design, illustrate and build promotional materials for The Physics of Brand. This book explores concepts of branding through the lens of physics, showing how space and time impact brand value and behavior. Part conversation, part textbook, this book is both playful and technical, balancing depth with levity.

Book Design + Illustration

CD: Brian Adducci
Designed while at Capsule


With dense and wide-reaching content, came the need for imagery that inspired, delighted and loosely explained. Inspired by the humor and irreverence of illustrations in the New Yorker, the illustrations designed for this book established a uniquely playful personality for the book while punctuating key ideas throughout the book.


Beyond the pages of the book, the design for Physics of Brand was applied broadly to promotional materials as a branded system.