CREATIVE AREAS

Illustration
Motion Design
Brand Strategy

PENGUIN RANDOM HOUSE

WriteNow

WriteNow is an annual initiative run by the Penguin Social Impact team that aims to increase the number of authors from under-represented backgrounds in the UK. Every year there is a different genre focus, the year before was crime, this was science fiction and fantasy.

The campaign's purpose was to drive the number of sign-ups, while also being immediately recognisable as Penguin, raising awareness of Penguins action and gaining brand recognition. The visual approach took a type-led animated direction, that was fast paced and informative, so would work within best practice for display ads, e.g. colour accessibility, reduced run-times etc. to ensure the campaign was digestible and engaged as many viewers as possible.

The campaign successfully achieved the desired sign-ups, with a 41% increase on the prior year.

Designing in London

© Flynn Shore 2026