This book is aimed at company directors and chief executives so a cover that would be welcomed on their desks was important.

In a flash of inspiration I realised the upper case 'P' in IOSH's corporate font, Frutiger, could be 'cut up' so as to look like a question mark. I imagined questions going down the chain of command and back up again. This concept was illustrated with embossing and a UV gloss spot varnish on a matt laminate for maximum contrast.

Questioning Performance is available to buy here.