Penguin Randomhouse

Reader data
made simple

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Penguin Randomhouse


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.


The different personas were depicted through a series of anthropomorphic animals that symbolized each reader group. Their whimsical nature brings  the research to life by creating a central character into the story of each persona while allowing users to make quick associations.
Sweet Cheat Website Images


Sweet Cheat customers live busy lives. The photography art direction for this project was meant to represent the (organized) chaos of our every day lives.
Penguin Randomhouse Home Page Hero
Penguin Randomhouse Quiz
Penguin Randomhouse Quiz Results