Penguin Books - Advertising campaign concept

CASE STUDY

Penguin Books

ROLE

Creative direction

Graphic design

PROJECT

Penguin Books needed solve the problem of book reading not being social enough, as they are not typically topics of conversation on social media.  Using target audience insights, an approachable ad slogan, and a special URL, a social campaign was developed enabling Penguin to create communities of people who socialize around books.

SERVICES

Advertising campaign strategy

Environmental design

Social media strategy

Animation

Researching vintage Penguin book covers inspired mood boards that drove color and typography styles.  Boards included vintage patterns, complementary typography choices, color samples, and texture ideas pulled from fabrics.

Research showed the target audience was of all ages but engaged in cultural conversations, so books could easily become a topic if the right circumstances or community was created.  Insights from the research eventually generated the ad slogan, "What are you reading?" in connection with the idea of an online book club hosted by Penguin Books.

Orange is a prominent brand element for Penguin, so it was used as a base to create a bright complimentary color palette that included pink, green, and light blue.  Using color blocking and a sans-serif font in multiple weights, graphics were created using photographs of people conversing in situations that might normally be unexpected.

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