Our mission was to promote Penguin books to a wider audience.

But to stand out in a fiercely-competitive marketplace, the brand needed a design idea that had its own clear voice.

A distinctive visual identity that would communicate the excitement, richness and imagination of its famous stories in a dramatic way, both instantly and effortlessly.

Lose yourself in a book

When you get into a good book, you lose yourself in a whole new world.

This is a universal insight that resonates with every reader.

Every intricate detail was meticulously crafted using world-class art direction and illustration to demonstrate this insight.

In terms of execution, we used different compositions, textures, colours and illustration styles to reflect each book to make the campaign richer and more imaginative.

Every visual features a famous Penguin book that forms a real door in the story.

Penguin had found its voice. The posters became a striking representation of its brand. And the meticulous craftsmanship became a symbol of its unwavering devotion to storytelling.