Toyota
An award-winning book you can read backwards (literally)
Description
You don’t get to 50 years without people who believe in you. For Toyota Peru’s anniversary, the goal wasn’t to show off stats or milestones—it was to recognize the people who made the brand possible. Taxi drivers. Rally pilots. Mechanics. Dealers. Workers. Everyday Peruvians.
The ones who sold it. The ones who drove it. The ones who trusted it as a workhorse, a rally car, or a first ride. We designed their stories to live back-to-back with Toyota’s—two narratives, bound dos-à-dos, sharing the same spine. Past and present. Brand and audience. Bound together, literally.
I led the editorial layout and iconography system. The structure was built to honor both stories equally—clear, human, and unpolished in the best way. Just good design that won the Good Design Award 2019 in Japan. Not for being loud. For being true.