CLAS6IC Label was tasked with creating a social media marketing campaign by Edgerrin James' team to promote the release of his memoir "From Gold Teeth to Gold Jacket", co-written with sports journalist John Harris. The book chronicles James' journey from his early life to achieving success in the NFL. The campaign aimed to increase awareness of the book and provide details on where it could be purchased.
Content Design + Social Media
Objective
This project required translating a deeply personal story—spanning football, business, and personal growth—into a cohesive visual narrative worthy of its message.
The challenge was to create design that felt authentic, powerful, and timeless, without overshadowing the story itself.
Strategy
Great personal stories don’t need decoration—they need clarity and respect.
The design needed to reflect growth, legacy, and transformation while staying grounded and honest.
Design the book as a reflection of evolution.
The creative approach emphasized strong typography, intentional layout, and restrained visuals—allowing the narrative to breathe and carry emotional weight.
We led the visual design and narrative framing for the book, ensuring cohesion from cover to interior.
Our role included:
Creative direction and book design
Visual storytelling and layout development
Balancing boldness with restraint
Translating life experience into visual language
Every decision supported the story’s arc and authenticity.
Results
A visually cohesive and emotionally aligned book design
A final product that felt timeless and intentional
Strong connection between narrative and presentation
From its debut in 2022, "From Gold Teeth to Gold Jacket" quickly rose to the 422nd position on Amazon's all-time ranking of football biographies. One review of the book conveyed the message that people should refrain from judging others based on their appearance. The author, Edgerrin James, charted his own path, learned to do things his way, and achieved financial independence. The review also emphasized the importance of increased financial literacy education and highly recommended the book as a must-read for African American athletes.