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.

This was a branding project where the client has been running a small business teaching music to local adults and children since 1998. The brand uses this heritage and a connection to the local area through hand-drawn illustration, inviting colours and a bold legible logo.