Founded in 1935, the mission of Penguin Books has always been to democratise quality literature. Helmed originally by Sir Allen Lane, the publisher credits itself with starting the “paperback revolution” in the first half of the 20th century. Some 85 years later, the 10-person Penguin Creative in-house team is working to ensure the aesthetic relevance of the brand in 2020 and beyond.
The past year has seen the team adopt a new approach to photography across the board. On Penguin’s Instagram page, in-house photographer Stuart Simpson has applied a continuous house style across posts; while Penguin.co.uk has boldly reimagined the classic author portrait, experimenting with concepts usually only seen in print publishing to better capture the spirit and personality of both author and subject matter. Beyond photography, Penguin Creative design lead Victoria Ibbetson and Ryan MacEachern have championed more illustration onsite, across features covering topics as diverse as Brexit, how books can help family arguments at Christmas and why Anne is the underrated Brontë sister.
The judges said: “This application shows a humble and respectful recognition of the members of the Penguin Creative team. Overall, the team demonstrates an ability to reach its audience in thoughtful and interesting ways through both a diverse use of platforms and campaigns and the use of charming and relevant content. The Penguin in-house team is constantly high-achieving, and its work is always beautifully considered and executed.”
Student Recruitment and Youth
Engagement Marketing and Design,
Luminate Education Group
The last 18 months has been a time of expansion for Luminate, with the team doubling in sized to include more than 30 creatives across a range of disciplines. Working for Leeds City College (LCC), Leeds Sixth Form College, University Centre Leeds, Keighley College and Harrogate College, the team is split into five core groups, delivering strategy and curriculum design, graphics, communications and events management, as well as website and social media development.
In the past year, the team’s work with LCC was particularly successful. Working on its recruitment campaign, Luminate created a bespoke typeface and lifestyle photography in order to “represent the individuality and energy” of the college and its students. As a result, applications to LCC were boosted some 11.65%, translating to a projected increase in revenue of around £2.9m.
BEST IN-HOUSE DESIGN TEAM
BT Sport In-House Design
Working across all facets of the brand, over the past year the BT Sport in-house team has turned its hand to in-studio 3D and motion graphics, claymation-style animation and even promotional videos laced with fine art from the likes of da Vinci and Edvard Munch.
Though known mostly for its worldwide football coverage, in its near seven-year history BT Sport has expanded to include programming dedicated to cricket, rugby union, boxing, motorsports and more – and as a result, so too has its in-house team had to expand its subject matter. In the past year, projects have included the traditional bumpers and programme titles for the likes of the Early Kick Off and Champions League, as well as curation of content for BT Sport’s social media and cartoon- inspired assets for the “biggest boxing event of 2020” between Deontay Wilder and Tyson Fury.