Penguin Random House

Creating engaging content for the world’s largest publisher

The brief: inform and entertain diverse audiences

Penguin Random House needed a content partner for a brand new project – a UK corporate website designed to inform, inspire and entertain diverse audiences including authors, agents, job seekers, media, trade customers, licensees and partners.

Step 1: exploring audience needs

We called on our contacts in the publishing industry and analysed the outputs from numerous insight workshops hosted by the publisher.

Step 2: understanding culture, business aims and tone of voice

We immersed ourselves in Penguin Random House UK’s culture and numerous imprints by absorbing a raft of brand material including style and tone-of-voice guides, presentations and videos.

Step 3: film, editorial and illustration production

We created film, photography, editorial and illustration following the same process for each ‘stream’: producing illustrative examples and sample treatments, creating first drafts – all in the same overarching tone – and then editing and amending until the client was completely happy. We joined forces with our partners River Film for the video strand.

Step 4: going live

By the end of the project we had produced scores of pages of tight editorial, a cache of atmospheric photographs, a comprehensive illustration about the publishing process and a short film. All content was clearly from the same stable, and has successfully informed, inspired and entertained diverse audiences as per the brief.

More at: echosix.co.uk/projects

Penguin Random House