01 · The Brief

A career, looking for a vessel.

Client Ely Magendzo
Executive Coach & Author · Chile

Role Editorial Designer, Art Director, Illustrator

Scope Book design (print + ebook), character

system, launch campaign, event collateral

Year 2022 — present (2nd edition 2024)

Collaborators Editor, Ant Comunicaciones (event production, Chile)

Ely Magendzo had spent over two decades coaching executives across Latin America. He had a body of work, a methodology, and a reader in mind a stuck professional looking for a way forward. What he didn't have was a way to put 25 years on a shelf.

The brief, when it arrived through a referral, was simple in language and ambitious in scope: build a book that translates a life of leadership work into something a stranger would pick up, finish, and pass on.

It was my first international project. The first thing he said in our kickoff call was:

"Don't hold back."

Luck is often based on external factors rather than on the results of our own efforts.

However, in order to develop it, the way we face obstacles and events is important. This is how we discover the opportunities behind them.

When a person is able to understand this and use it to their advantage, a wide range of opportunities opens up. The book “Cultivating Good Luck” provides the reader with a set of ingredients on how we can harvest luck, starting with being the protagonist of our own life; recognizing when our body and mind need rest, and so on.

Hybrid concept developed for the campaign

LUCK
THROUGH
THE MIRROR

Luck is within you; you plant it, you cultivate it, and you enjoy it.

Every action carried out in daily life, or the way you face life’s circumstances, will be a reflection of good luck.

02 · The Strategy

Luck isn't a gift. It's a reflection of how you
walk through your own day.

The Insight

Self-help books in Spanish-speaking markets default to two registers: aspirational gloss or clinical seriousness. The audience mid-career professionals feeling stuck is tired of both. They wanted permission to take the work seriously without taking themselves too seriously.

The Concept

"Luck Through the Reflection." Luck is not a thing you find — it's something you see in yourself. In a mirror, in a rear-view, in a puddle after rain. The reader becomes the protagonist; the book becomes the surface that reflects them back.

The Vehicle

A four-leaf clover with a face. Lucky enough to feel familiar, designed enough to feel new. Playful enough to disarm, grown-up enough to belong on a professional's desk. Not a mascot a companion through 10 chapters of work.

EPUB layout
for Amazon

03 · The Character

One clover, many lives.

Designed before AI tools existed, hand-sketched and built one expression at a time. The clover walks, lifts weights, reads the news, drives a car, sends emails, celebrates, doubts, and rests. It became a sticker pack, a chapter opener, a billboard, a reminder card.