Copywriting / Branding / Visual identity / UX & UI design

Wood Pencil — D&AD New Blood Awards 2021 / Distinction (Student Brand & Identity) — AGDA Awards 2021
Distinction (Student Digital Campaigns) — AGDA Awards 2021 / Distinction (Student Digital Apps) — AGDA Awards 2021

Frank is a response to the 2021 D&AD New Blood brief for Penguin UK that challenged designers to “reimagine the role of books, reading and authors for secondary school students in the UK and enable young adults to engage with a wider range of books and authors who reflect a diverse and inclusive society.”

Students weren’t reading, and it was because the books they were reading at school didn’t speak to who they were, or what they cared about. With this in mind, my team and I developed Frank based on the statistic that less than 40% of young people are feeling positive about the future and students are feeling powerless and unheard, despite being the largest generation and having a digital world at their fingertips.

We created a digital platform where Gen Z could share their stories, read about relatable topics and feel heard and empowered, reimagining Penguin for the 2020s to be collaborative, impactful and engaging. With a punchy, bright colour palette derived from old Penguin paperbacks, loud typography, reminiscent of protest posters, and a candid tone of voice, Frank cuts through the BS and gets straight to the point of advocating for diversity in the English school curriculum, amplifying student voices and putting the work of BAME authors in young people’s hands.

Watch the concept video here:

I would like to acknowledge the Gadigal and Bidjigal people of the Eora Nation, on whose unceded lands I live and work, and pay my respects to their elders — past, present and future. This is, and always will be, Aboriginal land.