Penguin Random House — A brand new chapter for an iconic publisher

“How can we make reading relevant again?” With so many options for instant entertainment, books often get left on the shelf. Eighty years into its history, world-renowned publisher Penguin Random House needed a way to put books back into the hands of readers. We set out to restore reading as a sought-after entertainment experience. To place authors and their brands at the heart of everyday lives. After all, what experience is more immersive and identity-forming than reading?

We crafted a new purpose for Penguin Random House, fit for our digital present. Challenging them to think like an entertainer, not a publisher — recasting books as a true alternative to digital media. We created a single online destination for all its authors. A portal for customers to go deeper into the world of their favourite titles – and get recommendations too. Far from lying passive on a dusty shelf, our rebrand brought books to life by sparking customer imaginations, starting conversations, and celebrating diverse voices and tastes. Its profits rose by 11.8% in response, proving that books aren’t dead – they’re just ready for the next chapter.

We later applied the same thinking to Penguin’s partner brands for young readers, Puffin and Ladybird, bringing the brand to life beyond the printed page. We gave new energy to Puffin by animating its central character and creating a new visual language to show where stories can take you. And we made bath time, dinner time or buggy time ​“Ladybird time”, helping make growing up the best story ever.