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The Opportunity

Tim Murray is CEO of Cardinal Virtues Consulting with over 20 years of executive management experience and was the former CEO of Aluminium Bahrain (Alba). He wrote his book, “CEO Words of Wisdom,” to share insights, stories and practical advice for people at any stage of their career path. Mr. Murray contacted us for help designing the book cover and associated marketing assets, including LinkedIn ads and a video conference background. Prior to writing the book, Mr. Murray handed out bookmarks with presentation tips for attendees of events where he was a speaker, and he wanted the book cover to be in the same visual “family.”

Our Approach

We created a variety of options, from purely typographical solutions to covers that incorporated photography and vector illustrations. Since his logo features a cardinal, Mr. Murray embraced a bold photographic direction with a bird in flight wrapping around both sides of the cover. The image is evocative of the freedom, autonomy and empowerment he wanted his readers to feel. The typography on the cover echoes that on the bookmarks, maintaining a consistent visual identity and an opportunity to build a more comprehensive brand in the future.


The design process resulted in a striking, engaging book cover that is eye-catching and memorable. The cover’s distinct imagery helps it stand out on store shelves and in Amazon search results among the countless advice books on the market. The strong typography, balanced with the bright, bold image, conveys the strength and clarity of the book’s practical advice. With the video conference background and social media ads, Mr. Murray was able to successfully promote the book and generate buzz despite the COVID-19 pandemic, and his book is available for purchase in both digital and physical formats.

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Get your copy of the book today and listen to the episode of the Adapter’s Advantage podcast to see how Tim Murray’s career lessons can impact your life!