Self initiated project: Waterstone’s / World Book Day - Encourage people to ‘get reading’.
Rationale: Statistics show that the number of people reading in the UK is rapidly diminishing and although schools continue to encourage children to pick up a book, this message is rarely enforced at home.
Solution: The campaign aims to introduce the audience to different books and visualises the author’s imagination, the characters and the storylines they can discover by reading. I chose to produce the first campaign using Alice in Wonderland by Lewis Carroll, but the format lends itself to endless titles and authors to suit various members of the family. The visuals of the campaign are created in a papercraft style because of the obvious association with reading and books. This style also gives a friendly and playful feel, projecting reading as a fun hobby and making it accessible to adults and children alike.
The campaign incorporates various formats but primarily manifests itself as a print campaign. The images on this page are designed to be published across newspapers and billboard spaces in locations with a high exposure to a family audience.
Creating a fun and jolly brand identity was essential here to engage the audience and bright colours and playful material achieve this. The logo as seen below has been designed with 8 different colour variations to ensure every time it is used it matches the colours around it. It has also
been carefully designed to work on different scales and can either be used very small as part of a print or web campaign or can be blown up to a
larger scale and used independently. The colour variations can also be selected to suit various ages or genders.
Part of the campaign also includes installations in public spaces. I wanted to be able to simulate the reader literally stepping into the author’s imagination.
Installations would be centred around Waterstone’s stores which would be transformed into paper worlds. The installations are
also transportable and move around the UK, similar to how a library van would move around to encourage reading.
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