Freestyle: Maximize Sport and Life Performance with Four Basic Movements is the first publication by movement expert and coach Carl Paoli and co-author Anthony Sherbondy. The book outlines the basics of human movement in approachable and fundamental ways while simultaneously providing tools for expressing movement in the reader's own unique style.
With its two authors, we structured and designed the publication front to back over the course of a year. After pitching our vision for the book, its underlying brand, and the cover design, we were asked to join the team and architect the content as it developed. The relationship allowed for a really cohesive output as design could adapt to the writing and the writing could adapt to possibilities of design.
Major challenges included the display of movement in print, sequential instruction, illustrating movement theory, the general grid and type structures, and creating an atmosphere that accurately blended Carl's deep knowledge base with his energy, lifestyle, and convictions that movement should be freely expressed.
"No matter what sport or movements define the physical aspects of your lifestyle, whether its lifting a barbell, running, traveling the world, or simply getting out of bed pain free, your ability to skillfully move your body can have a dramatic impact on the quality of your life." – Carl Paoli