Delivering stories in the digiverse.
As they grow up, young people use stories to make sense of life. They try on different identities, escape daily pressures, develop empathy and understand relationships through stories. Books, friends, films, social media – all channels are open for exchanging stories. Youth don’t differentiate by platform. Publishers shouldn’t either.
To remain relevant in young people’s ever-changing narrative, Penguin recognised the need to evolve alongside them. The publisher has captured the world’s attention for stories for more than 100 years. They now needed expand their brand beyond the pages of books.
Our task was to explore the appeal, tone and content of a brand-new digital ecosystem tailored around the identities and ideas of teens. Exploring four unique concepts with both literature-loving and laissez faire youth, our insights helped Penguin develop a digital concept that could slot seamlessly into teens’ everyday lives.
The outcome, Penguin Platform, reflects the lifestyles and life stages of teen readers. It delivers stories in an accessible, social environment that could have been drawn in the mind – or sketchbook – of an audience member. It’s approachable, communal and recognised as an authority on stories, ideas and writing that matters – perfectly in line with Penguin’s greater purpose.