A Journey To Exceptional is a strategic book designed for JLR's leadership team. The programme asked what 'exceptional' means for the company beyond 2030 — across modern luxury, sustainability and circularity, and automotive mobility. CEO Adrian Mardell's opening statement set the tone: be bold, be brave, make this company what we want it to be.
The book was designed as a facilitation tool, not a document to be read and filed. Square format, raw greyboard cover, generous white space on every spread so that readers could annotate, question and redirect the thinking in real time. The handwritten notes across these photographs are from those sessions.
I designed the editorial system: strategic frameworks rendered as infographics, quote pages that break the analytical pace, a timeline of JLR's history drawn to stretch into the future, and provocation pages built around open questions. The typographic system works across three registers — display type for chapter statements, body text for strategic content, and deliberate space for workshop responses.
The Profit–Planet–People framework and its shift toward Prosperity, the Exceptional Alchemy model, and the Ethnosphere diagram were each designed as visual arguments: understood at a glance, debated at length. The book moves from context — the metacrisis, industry disruption — through three strategic pillars to a model of the company JLR intends to become.
The greyboard cover carries a handwritten title. That was a deliberate signal: the book is a working document, not a finished statement. The future it describes is still being written.
- Year
- 2023–2024
- Project No.
- 015
- Client
- Jaguar Land Rover
- Discipline
- Strategic Design, Editorial Design, Information Design
- Role
- Senior Visual Communications Designer
- Production
- InDesign, square format, greyboard cover, uncoated stock, strategic infographics, workshop facilitation tool
