Pearson Australia (owners of the Penguin Group) approached Interbrand to create a new brand for Bookworld. Pearson has recently purchased the digital assets of Borders and has transitioned the site and customers to Bookworld.com.au. The brief was to build a compelling brand and an engaging experience.
Our solution was born from asking ourselves a very simple question: have you ever wondered where the characters go when you close the page? The answer is, they go to Bookworld – where books come from.
This thought led to the literal creation of a ‘Bookworld’ – a magical place where every book in the history of literature comes from. The fun, engaging and entertaining brand identity plays out across a series of illustrated, genre specific landscapes. From Crime City, to Horror-Ville and everything in between. Bookworld is also a place that is full of characters. And many famous personalities and archetypes populate the communications. From Sherlock Holmes, to Frankenstein.
The new logotype features a simple and bold ‘B’ that is reminiscent of a book with the subtle ‘W’ designed to look like a Bookmark. The logo is also designed to open up in animation – much like a book – revealing the magical world within.
The idea also extends into the shopping experience and as Bookworld is a real place – you don’t become a member, but a citizen! Upon joining you receive a Bookworld passport and a personal message from the ruler of Bookworld – King Avid Reader. You can even purchase Bookworld currency to use as a gift voucher.
After creating the identity system and designs for the website, Interbrand also created Bookworld's launch advertising campaign.
The idea was to make Bookworld into a real tourist destination. The characters of the different worlds within Bookworld take centre stage in the TV, print, online and outdoor campaign by delivering all of the wonderful things that make Bookworld such an unique place. Including offers to citizens and special competitive discounts that beat the 'Amazonians'.
Conceived, designed and written at Interbrand Australia
Our solution was born from asking ourselves a very simple question: have you ever wondered where the characters go when you close the page? The answer is, they go to Bookworld – where books come from.
This thought led to the literal creation of a ‘Bookworld’ – a magical place where every book in the history of literature comes from. The fun, engaging and entertaining brand identity plays out across a series of illustrated, genre specific landscapes. From Crime City, to Horror-Ville and everything in between. Bookworld is also a place that is full of characters. And many famous personalities and archetypes populate the communications. From Sherlock Holmes, to Frankenstein.
The new logotype features a simple and bold ‘B’ that is reminiscent of a book with the subtle ‘W’ designed to look like a Bookmark. The logo is also designed to open up in animation – much like a book – revealing the magical world within.
The idea also extends into the shopping experience and as Bookworld is a real place – you don’t become a member, but a citizen! Upon joining you receive a Bookworld passport and a personal message from the ruler of Bookworld – King Avid Reader. You can even purchase Bookworld currency to use as a gift voucher.
After creating the identity system and designs for the website, Interbrand also created Bookworld's launch advertising campaign.
The idea was to make Bookworld into a real tourist destination. The characters of the different worlds within Bookworld take centre stage in the TV, print, online and outdoor campaign by delivering all of the wonderful things that make Bookworld such an unique place. Including offers to citizens and special competitive discounts that beat the 'Amazonians'.
Conceived, designed and written at Interbrand Australia
Creative Director: Mike Riby
Design Directors: Chris Doyle & Ben Miles
Designers: Jefton Sungkar, Louise Elliot, Luke Woodhouse & Joao Peres
Illustration: Jefton Sungkar & Joao Peres
Copywriters: Mike Rigby & James Cooper
Animation: Mike Tosetto & Joao Peres
