Penguin Press
About the Project
-
In this mock client exercise, Penguin Press desired to strengthen its rapport with Generation Z. Although already influential among older demographics, the brand aimed to broaden its appeal and interaction with younger audiences.
Note: This is a conceptual spec work project. Penguin Press has no affiliation with this work.
-
Designers: Isabel Arnold, Keegan Hannan
Art Director: Ella Terran
Copywriters: Emma Howard, Tessa May
Project manager: Taryn Aebli
I worked on this project as a component of my graphic design and art direction co-op with The Agency at UF. To learn more about my experience, click here.
-
Three pairs of print inserts and corresponding Instagram posts
-
Adobe Photoshop
Color Palette
Inspiration & Visual Research
The Design Process
Based on research insights from the strategy team, we identified two key points: (1) Gen Z is attracted to design elements such as visual distortion, vibrant colors, and the concept of reviving the old, and (2) they actively seek out narratives that amplify marginalized voices and diverse viewpoints.
Font Choices
Our design strategy embraced these findings by incorporating bright colors, including the iconic "Penguin orange" FF6600, and by drawing inspiration from the concept of "old made new." We employed screen printing and paper textures reminiscent of traditional books and reading, while reimagining them to resonate with a young audience, aligning with Penguin's timeless but contemporary identity.
Pair One
Pair One Print Insert
In our first design, we drew inspiration from past Penguin logos, incorporating a variety of penguin poses, breeds and colors to symbolize diversity, aligning with Gen Z's inclination towards narratives that reflect a range of perspectives and voices.
Pair One Instagram Carousel
Pair Two
Pair Two Print Insert
Furthermore, the juxtaposition of old and new is emphasized through the use of paper textures paired with playful colors, reinforcing the idea of blending tradition with modernity.
In our second design approach, we fused classic Penguin books with contemporary Gen Z interests by adorning each penguin with significant quotes from classic literature, essentially crafting the penguins from stories. This creative concept not only associates Penguin with a younger audience but also introduces bold and vibrant colors to infuse a youthful energy into the brand.
Pair Two Instagram Carousel
Pair Three
Pair Three Instagram Post
In our third design approach, we aimed to bridge the gap between Gen Z's reading habits using both digital devices and physical books. We envisioned the rejuvenation of traditional books in a digital context, merging the old with the new.
The design incorporated printmaking elements as an homage to traditional print and reading practices, but presented them in a contemporary and digital manner, reflecting the fusion of classic and modern reading experiences.
Pair Three Print Insert