The Greater Good

Book, 2020
With Sara Bellamy and Jordi Pol

Cults are insane. You would never fall for that... right?

The Greater Good is a book that explores different perspectives around cults and their manipulation. It is a compilation of real cases and stories dissected and analyzed in thematic chapters. The goal is to help the reader understand what cults are, how and why they appeared, how they have evolved, and how they have managed to establish themselves in many unsuspected aspects of modern life.

We have a super solid idea of what a cult is, mainly backed by how media and fiction portrait these collectives. Humans are drawn to morbid and ''dirty'' aspects of society and cults, often seen as weird groups dressed up in black tunics performing some sort of mystic rituals, are not an exception. Stigmatizing these groups, we are making it more difficult to identify cultists behaviours and for people who are suffering to reach for help.

With this book, we want to help understand the processes and the context in which cult formation and manipulation occurs so we can destigmatize everything around cults.

Content and Design

Depending on what the chapter is about, the content is displayed differently. For example, in Victims and Gurus and Leaders you will find first-hand testimonies, meanwhile, in chapters like Media or Violence, the information is displayed in a journalistic way. Doing that, the reader will be able to form a rounder image of what a cult is.
Chapters range from informative ones like What is a Cult, historical like Ancient Cults and Modern Cults, testimonials like Kids in Cults or social related like Politics and Celebrities. By grouping them in different thematic blocks and connected by an abstract, we created a unique narrative common through the whole book.

We wanted the reader to have everything tied down, so in the final pages, all the cults stories are extended and detailed in the annexes: their history, rituals and beliefs.

Designwise, we went for a strong identity based on this idea of the historical '70s where cults reached its peak: bright colours, analogue photography and fun typography. All of that, of course, approached in a toned-down and non-cartoony style without mystical imaginary but rather in the most elegant way possible.