Designers
Designers
Designers
Arrange Disorder
Selected writings by Richard Sachs transformed into poetic reflections to inspire creativity for all
Designers
Sebastian Allen
Key Words
Ziqin Lin
Tom Lee
SUMMARY
From performing an audit of Richard Sach’s brand perception and online presence, we discovered an existing interest in his writing despite its lack of marketing and presentation. Quietly nestled under the “Arrange Disorder” tab on his website, Richard’s writing serves as only an undertone to his fabled career despite showcasing an incredible talent as an inspiring and thoughtful wordsmith. When our research moved away from the cycling industry and into the market appeal of mastery, we saw an opportunity to leverage his writing as a thinker in this space and extend his name beyond his own immediate niche as a bicycle frame builder.
challenge
Our main challenge lay in finding a way to make Richard’s words resonate in a lasting, impactful way with both new and existing audiences. In a time when attention bandwidths are short and content is abundantly and quickly discarded, printed media struggles to capture and maintain interest. Through our research of zine and independent book culture in New York, we discovered a thriving culture that values curated, tactile experiences through which we saw the opportunity to design a book that felt easily consumable for the modern attention span but still carried enough depth and substance to leave a meaningful, lasting impression.
Outcome
The project culminated in Arrange Disorder, a collection of three curated pocketbooks: Craft, Ride, and Muse. Each book reframes selections from Richard’s writings as digestible poems and pieces of wisdom, each around a respective theme. By using bicycle craftsmanship as a backdrop, Arrange Disorder offers a flexible lens that allows a broader audience to connect with his words while still staying faithful to the heart of his brand and core audience.
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