Anksioznost
_Pobeda

Services: Brand Creation, Logo Design, Visual Information System Design, Book Layout, 
Contract: Employed
Industry: Cosmetics & Health Food
Challenge

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The client needed a complete visual identity and comprehensive book design for a Macedonian-language mental health resource—a 122-page, 60-day plan for managing anxiety. The core challenge was creating a design system that would:

• Sustain visual interest and readability across 120+ pages of therapeutic content
• Communicate hope and empowerment without minimizing the seriousness of anxiety
• Organize complex information (CBT worksheets, breathing techniques, meal plans, symptom trackers) into an accessible, navigable format
• Feel warm and inviting, not clinical or intimidating
• Work across diverse content types: educational theory, practical exercises, personal testimonials, and daily action plans
• Appeal to people experiencing anxiety while avoiding visual triggers or overwhelming layouts

The audience includes individuals struggling with various anxiety disorders who may feel overwhelmed by dense text, skeptical of self-help materials, or hesitant to engage with mental health resources due to stigma.

Sollution

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Complete Book Design
I designed the entire 122-page guide from cover to cover, establishing a comprehensive typographic and layout system that carries through every section:

• Typography hierarchy: Developed a multi-level type system using bold condensed sans-serif for major headers, balanced with readable body text for extended reading. Carefully calibrated line spacing, margins, and text blocks to reduce visual stress while maintaining engagement.

• Layout structure: Created flexible grid systems that adapt to different content types—from flowing prose sections to structured worksheets, symptom checklists, and weekly trackers. Consistent use of whitespace prevents pages from feeling cluttered despite dense informational content.

• Information architecture: Organized the guide's 8 major sections (Understanding Anxiety, CBT Techniques, Calming Strategies, Lifestyle & Nutrition, Success Stories, 60-Day Plan, Support Texts, Conclusion) with clear visual signaling and intuitive navigation.

Custom Illustrations
I created original illustrations throughout the book to visualize abstract concepts:

• Character-based illustrations showing physical manifestations of anxiety symptoms
• Abstract line work representing tangled thoughts transforming into clarity
• Visual metaphors (the tangled phone cord, spiraling thought patterns) that thread through the narrative
• Diagram-based illustrations for breathing techniques and grounding exercises
• These illustrations break up text-heavy sections while reinforcing key concepts visually
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Visual Identity System

• Color palette: Warm beige backgrounds paired with vibrant blue typography and coral/orange accent elements. The beige creates a calming foundation for extended reading, while blue conveys trust and the coral adds human warmth through the iconic telephone imagery.

• Brand mark: The tangled telephone cord serves as the primary visual symbol—representing both the complexity of anxiety and the importance of connection and communication in recovery.

• Consistency across touchpoints: Applied the identity system to promotional materials, ensuring the book's internal design language extends to external marketing.
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Specialized Page Types
Designed custom layouts for functional content:

• Daily tracker spreads with structured tables
• CBT thought record worksheets with clear input fields
• Recipe and nutrition pages with ingredient lists
• Emergency reference cards with step-by-step protocols
• Weekly reflection pages with guided prompts

Brand Application: The cover design positions the guide as approachable yet substantial—the physical book mockup suggests tangible value and commitment to the 60-day program.

Result

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The final 122-page book successfully:

• Maintains engagement: The varied layouts, strategic use of illustration, and typographic rhythm prevent monotony across the lengthy guide while maintaining professional coherence.
• Reduces cognitive load: Clear information hierarchy, generous whitespace, and visual breaks make complex therapeutic concepts accessible even when readers are experiencing anxiety.
• Builds trust through craft: The thoughtful design execution—custom illustrations, refined typography, and professional layout—signals that the content deserves the same level of care, increasing credibility.
• Encourages sustained use: The beautiful design motivates readers to return to the guide daily throughout the 60-day program rather than abandoning it after initial enthusiasm.
• Creates emotional safety: The warm color palette, human illustrations, and non-clinical aesthetic lower barriers to engagement, particularly important for a stigmatized topic.
• Supports practical application: Functional pages like trackers and worksheets are designed for actual use, with clear fields and appropriate spacing for handwritten notes.

The complete book design transforms what could have been an overwhelming clinical manual into an inviting companion for the recovery journey, balancing aesthetic appeal with functional clarity across every page.