R/GA Business Transformation Team Creates Sneaker-Inspired Management Lookbook

In December 2019, Ryan Atkinson and his team at R/GA's Business Transformation group developed a physical publication called the BT Lookbook. This project aimed to visually represent the company's management principles through a creative lens. The team drew inspiration from sneaker culture, which is prominent within their department, to craft a guide intended to assist individuals in discovering their personal management approach. The concept metaphorically connects effective leadership with helping team members present themselves well, encapsulated by the phrase 'put your best foot forward.' For the visual presentation, photography was executed in a spontaneous 'polaroid-in-the-moment' aesthetic to evoke the feel of a fashion style catalog. Deliberate artistic choices included strong shadows, intense lighting effects, and slight blurring, referencing influential fashion publications such as Self Service. The overall design direction emphasized editorial qualities, blending corporate guidelines with contemporary visual culture. The project represents an innovative fusion of business methodology and creative expression within a corporate environment.