From researching the world of sneakers myself to making the ultimate research source for other enthusiasts.
Every diploma project at HSE consists of two parts: in-depth research of the topic and practical project development. "ВРАЩАЯ ПЛАНЕТУ" (Rus: 'Spinning the Planet') is a result of my deep dive into the history of sneakers and its culture, which turned into an almost 300-page book.

My goal was not only to show the topic's most valuable visuals, but to make it as a guide for anyone interested in sneakers, how they got such a huge number of followers worldwide and what made it possible: people, sports, media and technologies.

Software used: Id, Ai, Ps, Lr.
Converse Advertisement Slogan 2012

fresh outta box
As shoe boxes cover the sneakers, so do books have their covers. This book's plastic dustcover mimics the original Nike box with orange color and size label being used for the title and author's name.

piece by piece
Total of 6 chapters, each dedicated to either sports (1-3, 5), world of fashion (6) or even specifically telling about world's most known sneaker technology (4). To make the reading flow both easy and accessible, chapters follow each other in one single timeline and when combining all the title pages — that's how the contents page is made!

names through names
Whoever the reader is — this book tells the history of sneaker culture through the world we know already. Ever listened to Kanye's songs? Remember 'Forrest Gump' or 'Back to the Future'? Or maybe your mom had a waffle maker back those days? Well, at least you must've heard of Michael Jordan, c'mon. And that's enough to get started.

Every sneaker or person or whatever you meet in the book is mentioned not only in its paragraph but also got a little description right next to it, so that your introduction is always both easy and complete.

character defied
As sneakers go from punks rocking Converse All-Star in 90's to the loyal world of tennis with plain white Adidas Stan Smith — the book follows the model's attitude in details while keeping layout simple thus universal. You always get to know who's that person on the photo, which movie this shot comes from and what's the name of that particular sneaker. But you never know how quiet or loud the book gonna sound on the next page.

intro to outro
Every chapter follows the same in-and-out system: you meet a screaming orange title page, which leads to black and white introduction to the topic. As your chapter comes to an end, there's a sneaker lying down on its side, telling you it's finished and a small orange stripe, that welcomes you to a new title page.
Same goes with not only chapters, but whole book's intro and outro: as heavy and unsorted the history of sneakers is in the beginning — you are sure to not only understand and meet sneakerhead culture after reading, but pretty much to pick something on your mind to try on in a shop.

on the grid
Bigger the data — more it depends on being systematically managed for easier use. Same with books: this one's got 12 column grid for flexible layout, three colors each for own purpose and just two fonts. So that any page you open out of almost 300 — everything follows the same simple design language you already got familiar with.

damn it's thick
Total of 272 pages of A4 size — this boy is definitely on the heavy side for a graphic book. Having a lot of page estate gives a ton of flexibility on not only layout, but what can be placed in it: from tiny sneakers size of a coin to full spread pictures.

Sure, it is always challenging to find high resolution pictures, since good printing requires 300 dpi and up, but nothing that Google search, Photoshop or reaching out to some other sneaker enthusiasts can't handle.
Book design is the art of incorporating the content, style, format, design, and sequence of the various components of a book into a coherent whole. In the words of Jan Tschichold, "methods and rules upon which it is impossible to improve, have been developed over centuries. To produce perfect books, these rules have to be brought back to life and applied."
Front matter, or preliminaries, is the first section of a book and is usually the smallest section in terms of the number of pages. Each page is counted, but no folio or page number is expressed or printed, on either display pages or blank pages.

going practical
going bigger
Being a sneaker enthusiast myself, I just love to see this book accompany my favourite shoes on a shelf. This project was not only fun to bring to life, but a huge experience in book design, prepress and storytelling. Big shoutout to MDM-Print for bringing 3 copies to life, it is always a wonderful experience working with these guys.

What's most definitely is that my research was tons of help to working on the second part of my diploma project at HSE. But that's already another story waiting for you to turn the page over.
Wanna see the whole book?
Hit me up in messages for PDF or even to meet me, in case we are around each other.
Or just visit here to read it online.