Penguin Random House
Creating a new brand chapter
Evolving an 80-year-old brand
With so many options for instant entertainment, books often get left on the shelf. Penguin Random House – a world-renowned publisher – needed a way to put books back into the hands of readers.
Our ambition was to make reading one of the most sought-after entertainment experiences for all audiences. To place authors and their brands at the heart of everyday lives.
Thinking like an entertainer
Our idea was to harness the mindset of competitors by thinking like an entertainer – not a publisher. This way, we could recast the book as a true alternative to digital media.
Before working with us, Penguin had separate websites for each author. We challenged them to put their brand at the centre and create a single destination. A portal for customers to go deeper into the world of their favourite titles – and get recommendations too.
Bringing books to life
We worked with Penguin’s marketing, digital and product teams to bring books to life on the portal. To spark customer imaginations and conversations, and to celebrate diverse voices and tastes. Inside Penguin, we created starter packs, ran brand introduction sessions and designed a brand hub to help new joiners think differently about books.
Thanks to the rebrand, Penguin Random House’s profits rose by 11.8% from 2014 to 2015. And with a 95% employee engagement score, they’re also attracting great talent to entertain the world.