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The X-Guide

The X-Guide, designed for Booz Allen Hamilton,  is a custom internal facing publication that speaks to the firm’s employment opportunities and personal growth options. This publication is meant to excite employees and bring awareness to all the possibilities and paths that are available to them.

The projects challenge was to effectively communicate and engage a very traditional and straightforward audience and inform them about opportunities, competitive advantages, and corporate values that are offered at Booz Allen Hamilton in a memorable way. The solution delivered a design that utilizes custom photography of BAH employees, hand lettering, illustrations, typographic layouts and variety of paper stock to visually and texturally stimulate the reader.

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Blind embossing and debossing treatments are used exclusively on the cover to convey a sense
of what’s yet to come and creating “new paths”. The interior boasts a variety of colorful and expressive content highlighting the differences and originality within each person’s career path
at Booz Allen Hamilton. The X-Guide earned an AIGA 50 award in 2018 for design.

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Copywriting and Strategy / Bugle Creative
Content / Joseph Smallwood, Toby Ulm
Photography / Greg Kahn Photography
Print Production / Maria Habib 
Printing / Chip Peyton for Clark’s Litho
Illustration / Natalya Balnova, Jason Pearlman