Illustration, UX/UI, Art Direction
Design: Kristiana Vellucci
Illustration: Kristiana Vellucci & Kate Sinclair
Project through TWG
Penguin Random House is a leading book publisher. At the start of this project, they had interviewed over 2,000 readers to get a better understanding of their target demographic. Readers from the survey were divided into 6 user personas and key statistics were mapped to each personality type.
The purpose of this engagement was to arrange the data in a digestible, easy to navigate research portal meant to help staff make well informed marketing, sales and publishing decisions. To do so, we included a user persona quiz for new clients to take and a web platform that would give staff access to all the latest trends and research.
Given the offline, traditional print nature of Penguin Randomhouse, we felt it was important to create a visual style that felt modern, yet traditional. We ultimately landed on a print-inspired, hand drawn art direction for its ability to juxtapose whimsical brush illustrations with sophisticated textures. We felt this would bring research to life while allowing it to feel reputable.