Penguin Books Design & Branding MORE THAN JUST THE CLASSICS by Y&R Kuala Lumpur

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MORE THAN JUST THE CLASSICS

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Industry Books
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Hor Yew Pong
Art Director Emily Tan, Jillyn Cheoh, Gigi Lee, Joshua Tay, Siew Yuet Kie
Copywriter Azeril Johari, Boone Wong, Andrea Yap
Designer Emily Tan, Jillyn Cheoh, Chew Lee Chin, Loh Gan Kai
Photographer Allen Dang - Wizard Photography
Account Supervisor Michelle Tan
Typographer Emily Tan, Nikken Chong, Ray Man Photography, Loh Gan Kai, Cue Art, Foo Guan Foong
Illustrator Emily Tan, Jillyn Cheoh, Poco Homemade, Chew Lee Chin
Released April 2012

Awards

The International ANDY Awards 2013
Promotional Logos Gold

Credits & Description

Category: Point of Sale
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKSTORES
Agency: Y&R MALAYSIA
Executive Creative Director: Gigi Lee (Y&R)
Copywriter: Boone Wong (Y&R)
Copywriter: Andrea Yap/Azeril Johari (Y&R)
Art Director: Hor Yew Pong/Gigi Lee (Y&R)
Art Director: Joshua Tay/Siew Yuet Kie (Y&R)
Art Director: Nikken Chong/Foo Guan Foong (Y&R)
Art Director: Emily Tan/Jillyn Cheoh (Y&R)
Photographer: Wizard Photography
Illustrator: Emily Tan/Jillyn Cheoh/Hor Yew Pong (Y&R)
Illustrator: Man Man/Chew Lee Chin (Y&R)
Illustrator: Cue Art/Poco Homemade (Y&R)
Designer: Emily Tan/Jillyn Cheoh (Y&R)
Designer: Chew Lee Chin/Loh Gan Kai (Y&R)
Typographer: Nikken Chong/Emily Tan (Y&R)
Typographer: Cue Art/Man Man (Y&R)
Typographer: Foo Guan Foong/Loh Gan Kai (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)
Media placement: Posters/Signs/Out-of-home - Bookstores & International Book Fair - 25th April to 1st May 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. But 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.