penguin teen holidays
I had the exciting opportunity to work with Penguin Teen on their 2020 holiday campaign. Penguin Teen is youthful, fun, and provides a vast range of titles from different genres. For this project, I was tasked with developing a holiday campaign that would be featured across several social media channels, and maintain a cohesive branded look.
Penguin Teen requested a set of general branded designs featuring all titles, as well as image sets for seven genre categories: Historical Fiction, Fantasy Fans, Romance Readers, Critically Acclaimed, Out of the World, Gift Givers, and Mystery Sleuths. I also delivered an additional set of general branded designs without the titles, so it would be easier to introduce their audience to the campaign.
Animation, Illustration, Lettering, & Design: Annalise Torres
title design
I created a custom branded title to be featured on all assets. After sketching out “Holidays” in Procreate, I brought my sketch into Illustrator, so I could vectorize it to be easily scalable. I chose to use a mono-weight style for the letters, and to add decorative flourishes that are mimicked in the curls around the border. This allowed the headline to be immediately legible while also giving off a festive and fun feeling.
social sets
Penguin Teen needed each design to be be formatted to fit three different sizes for Instagram, Twitter, and InstaStories. This meant that for each set, I would be providing 6 deliverables—3 static versions, and 3 animated. Shown above are a collection of the bonus general branding designs I provided in their static forms. The total collection can be found below.
animation
I created an animated for each category and size, for Penguin Teen to share across their social channels. The illustrations, color scheme, and movement gave an individualistic feel to each category, but still felt like part of the whole set. Below are the Twitter sized graphics for each category. The Instagram and InstaStories sizes were the same animation, just reformatted for that platform.
