Surfacing: Conceptual Book Cover

Role: Illustration & Intentional Lettering
Client: Self-Initiated Concept Study (Martina Flor Challenge)
Art Direction (AD): Rosário Durão
Conceptual Research: Rosário Durão & Strategic AI Research
Copywriting: Rosário Durão & Strategic Partner

The Problem:
Visualizing Psychological Rebirth

The initial brief, set by The Big Ampersand Portfolio Challenge, was simply to "Re-imagine a Book Cover You Love." The fundamental strategic problem, however, was the challenge I set for myself: to visually express the complex narrative arc of psychological and physical rebirth central to Margaret Atwood’s novel. The solution demanded a cover where the custom lettering functioned as the primary visual metaphor, conveying the feeling of emerging successfully from nihilism and pain. This deliberate choice to pursue high conceptual rigor validates my background in strategic communication and design thinking.

The Strategic Action:
Custom Typography as Thematic Metaphor

The execution of this concept was rooted in extensive literary analysis and precise technical discipline, validating my commitment to intentional design and the successful integration of dual skills.

1.

Conceptual Research and Strategy: The process began with meticulous literary analysis (including AI-assisted research into key novel themes: nihilism, doubling, transformation, and color usage). This groundwork informed the strategic decision to design the lettering as a physical manifestation of the concept—a direct contrast to standard typography.

2.

Intentional Letterform Design: The custom lettering was designed to be vertical, heavy, and volumetric, physically symbolizing the immense effort required to rise up from the bottom of the lake. This customization directly conveyed the feeling of successful emergence and resolve from the pain.

3.

Technical Immersion Effect: The digital execution used specialized technical effects (blend, shadow) to make the letterforms appear fully absorbed by the dark blue water, yet clearly breaking through the surface. This proves technical mastery over the digital medium and purposeful creation of depth.

4.

Professional Polish: The author's name was custom-lettered in a style inspired by Margaret Atwood's signature, providing the final professional touch required for commercial publishing and establishing an immediate literary connection.

Result:
Proof of Intentional Lettering Expertise and Strategic Initiative

This self-initiated study successfully demonstrates my specialized, high-level expertise in a key B2B area: the integration of custom typography with complex visual narrative.

The Surfacing concept delivers:

  • Proof of Strategic Initiative: The project serves as concrete evidence that I proactively seek out and solve high-level conceptual challenges, ensuring that my work is always driven by deep research and intentionality.

  • Dual Expertise Validation: This is concrete proof of my capacity to integrate expressive illustration with intentional letterforms , positioning me as a reliable partner who can deliver both visual and typographic solutions.  

  • Market Distinction: The unique texture and powerful visual contrast of the custom lettering against the deep blue background guarantee that the cover is highly distinctive and thematically profound, confirming its commercial viability.