Penguin Books Design & Branding GRAPHIC NOVELS by Y&R Kuala Lumpur

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Industry Books
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Hor Yew Pong
Executive Creative Director Marcus Rebeschini, Gigi Lee
Copywriter Azeril Johari, Boone Wong, Andrea Yap
Photographer Allen Dang - Wizard Photography
Account Supervisor Michelle Tan
Typographer Foo Guan Foong
Illustrator Ray Man Photography
Released April 2012


New York Festival 2013
Design Illustration GOLD WORLD MEDAL

Credits & Description

Category: Illustration
Product/Service: PENGUIN BOOKS
Executive Creative Director: Gigi Lee (Y&R)
Copywriter: Boone Wong (Y&R)
Copywriter: Andrea Yap (Y&R)
Copywriter: Azeril Johari (Y&R)
Art Director: Hor Yew Pong (Y&R)
Photographer: Wizard Photography
Illustrator: Hor Yew Pong (Y&R)
Illustrator: Man Man (Y&R)
Typographer: Foo Guan Foong (Y&R)
Art Buyer: T L Tan (Y&R)
Account Supervisor: Michelle Tan (Y&R)
Assistant Manager: Chung Yaw Hwa (Penguin Books Malaysia)
Regional Head Of Copy: Edward Ong (Y&R)
Creative Group Head: Hor Yew Pong (Y&R)
Executive Creative Director: Marcus Rebeschini (Y&R)
Media placement: Posters/Signs - Bookstores & International Book Fair - 25th April 2012

Describe the brief from the client
Most people associate our brand with Penguin Classics, and the range had been doing well. Now, the client wanted to tell readers about the exciting titles available in other categories.

Describe the challenges and key objectives
The client wanted to showcase their variety at the upcoming KL International Book Fair. However, in an ADD marketplace with dozens of competitive publishers we had to grab attention, while at the same time speak to those who may have pigeon-holed us to a certain role.

Describe how you arrived at the final design
We wanted to create a distinct visual identity that reflected the wide range of products, without sacrificing the familiarity of the brand. We found the solution right under our noses, or rather, on our spine.

Give some indication of how successful the outcome was in the market
As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.