The Gen-Z Primer, envisioned and created by Plum Insights - a consultancy that helps businesses gain a cultural foothold in markets across South and South-east Asia - is an impressive compendium of the firm's indepth research into the minds and motivations of the youth of today. The content required a design that was dynamic (like its youthful subject matter), but didn't take away from its purpose - to provide businesses unique insights into the mind of this growing population. The book was designed such that every spread was unique and littered relevant yet irreverent illustrations built using emojis - the primary language spoken today. There was method to the madness, which a clear text hierarchy followed through the book ensuring that the reader was not overwhelmed by the wealth of information at any point.