Freestyle is the first publication by movement expert and coach Carl Paoli and co-author Anthony Sherbondy. The book teaches us how the body is designed to move through space and how to interact with our constantly changing surroundings.
Freestyle demonstrates movement in fundamental ways. Simplicity builds to complexity, but not without encouraging the reader to find their own unique style. The book addresses everyone that moves, regardless of their lifestyle.
We looked towards design history for visual languages that exuded foundational comprehension. Modernism provided a basis for this representation – a subtle reference with plenty of room for the book to develop its own unique style.
The book uses a diverse range of content to tell a story about movement. From beginning to end, it communicates through narrative, illustrated explanations, how-to image sequences, a programming guide, and lifestyle biographies.
Designing the book was a process of discovering the singular ecosystem in which all these modes of communication could live. A flexible grid structure and repeatable type hierarchy became the basis for a design that stressed clarity, but left room for playful surprises.