Michael Adesanya sought to document his childhood story and that of his enigmatic mother who, against all odds, fought hard to provide her two sons with the foundation for a successful life.
We worked with Michael to define his personal brand and build a platform to inspire the next generation through storytelling. This included building out the draft of his memoir, editing and proofreading, typesetting, publishing and distribution. We also delivered a personal website and a media campaign.
Our Process
We worked through a series of actionable steps to ensure the project was efficiently carried out and delivered promptly.
01
Stakeholder interviews & research
02
Book editing
03
Brand development
04
Book publishing and distribution
05
Public relations and marketing
06
Brand launch
We met with Michael Adesanya after reviewing his very first draft of what would become “Adewale: My Mother’s Son” back in 2016. This led to several meetings with the scope evolving into a brand-building project.
Our team engaged Michael to further explore his story, through his point of view and the lens of other key characters in the plot. We developed a few excerpts to build anticipation for the complete memoir whilst editing and rewriting several chapters to adequately capture the essence of the book.
To promote the book, we formulated a marketing strategy involving third-party buying, PR, and social media.
We then worked with him to define his key values and brand attributes towards building a brand that is relatable and inspiring to the next generation. “Adewale” thus became a metaphor for unwavering determination to succeed in spite of the odds.
Results
A published memoir, which was featured in both print and online media
Brand strategy and plan; brand bible
Website design and development
A 45% increase in engagement on social media with a focus on Facebook and Instagram