Amy Williamson

Graphic Design BDes (Hons)

I am a designer that adapts my approach to solve a design problem, for me the solution is always driven by the brief and intended target audience.

About

Profile photo of Amy Williamson

The project displayed is one of four I completed during my final year at DJCAD.

ABOOKMOVES is a new brand identity applied to merchandise that will inspire Gen Z to read more whilst they are on the move. Penguin readers are encouraged to read and take a book with them wherever they go, whilst also being encouraged to express their thoughts with others. Opinions on how a book has moved readers emotionally can then be shared in person when they see someone with ABOOKMOVES merchandise, or online by using the hashtag #ABOOKMOVES.

This combination of both in person and online sharing makes it less overwhelming for readers as the merchandise facilitates positive interactions.

The icon is used across all merchandise as a prompt to show other Penguin readers they are interested in sharing how their book has moved them. The aim was to create an icon that would show the locational aspect of ABOOKMOVES while still being recognisably Penguin.

The merchandise was chosen to assist the reader to move with their book. It also allows the reader to reflect on how a book has moved them emotionally. All merchandise can collectively become recognisable. This brand identity facilitates conversation with Gen Z Penguin readers. Sharing enhances the reader’s experience.

There are 8 colours used across the branding, which each link to an emotion, excluding black and white. The 8 emotions can be grouped in pairs:

Anger and Fear – Anticipation and Surprise – Joy and Sadness – Disgust and Trust.

ABOOKMOVES Merchandise

Landscape photo of a person sitting outside on a red bench. Only their knees, hands and torso are visible. Their hands hold a book open on their knees and it contains a black and white A BOOK MOVES bookmark. On the bench to the left of the person there is a cream tote bag with A BOOK MOVES brand, the word JOY and the penguin icon printed in yellow. Also on the bench is A BOOK JOURNEY journal with the word ANTICIPATION and 3 penguin icons printed on the cover in pink. A pen is placed on top of the journal.

MOVE OVER, HAVE A CHAT, CHANGE YOUR DAY

Landscape photo of two young people sitting at a table interacting. They are smiling and enjoying themselves. The person on the right is wearing an A BOOK MOVES pin on their coat lapel. They both have books in their hands. One of the books has an A BOOK MOVES bookmark.

ABOOKMOVES Tote Bag

Landscape photo of a person standing on the street. The focus of the picture is the cream tote bag over their shoulder. The tote bag has a picture of a penguin head and the word SURPRISE in large orange capitals. Beneath this image on the tote bag are the words A BOOK MOVES in small black capitals.

Thanks for looking at my page! My full portfolio can be seen on my Behance and Instagram, and my work experience can be seen on my LinkedIn. Please contact me regarding any questions you may have about my work, or to discuss work opportunities! I am excited for the future, and to see what I design next.

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