Brief

Redesign and launch 5 of Puffins Classic Childrens stories.

Audience Concept

Boys aged 7-11 & their parents. 5 classic stories were picked that had themes that would appeal to the chosen audience. I chose to focus on boys as it is traditionally harder to get boys into reading for pleasure, so this would be an interesting group to design for. It also allowed me to design for an audience I had not previously covered, so would push my skills set and image making approaches.

Outcomes In addition to relaunching the set of books, I have proposed the launch of a new sub brand to the puffin/penguin range. The Books for Boys range will aim exclusively to the 7-11 age bracket. It is proposed that the brand will launch with the re-release of these new titles, however there is scope to continue to add books to the range, both old and new titles.

Bethany Yates // OUGD303 Brief 2 // Puffin Childrens classics 1/5

E-Book

Read along Application

BACK TO STORY Chapter 1- Treasure Island

He was only once crossed, and that was towards the end, when my poor father was far gone in a decline that took him off. Dr. Livesey came late one afternoon to see the patient, took a bit of dinner from my mother, and went into the parlour to smoke a pipe until his horse should come down from the hamlet, for we had no stabling at the old Benbow. I followed him in, and I remember observing the contrast the neat, bright doctor, with his powder as white as snow and his bright, black eyes and pleasant manners, made with the coltish country folk, and above all, with that lthy, heavy, bleared scarecrow of a pirate of ours, sitting, far gone in rum, with his arms on the table. Suddenly hethe captain, that isbegan to pipe up his eternal song:

BACK TO STORY

At rst I had supposed the dead mans chest to be that identical big box of his upstairs in the front room, and the thought had been mingled in my nightmares with that of the one-legged seafaring man. But by this time we had all long ceased to pay any particular notice to the song; it was new, that night, to nobody but Dr. Livesey, and on him I observed it did not produce an agreeable effect, for he looked up for a moment quite angrily before he went on with his talk to old Taylor, the gardener, on a new cure for the rheumatics. In the meantime, the captain gradually brightened up at his own music, and at last apped his hand upon the table before him in a way we all knew to mean silence. The voices stopped at once, all but Dr. Liveseys; he went on as before speaking clear and kind and drawing briskly at his pipe between every word or two. The captain glared at him for a while, apped his hand again, glared still harder, and at last broke out with a villainous, low oath, Silence, there, between decks! Were you addressing me, sir? says the doctor; and when the rufan had told him, with another oath, that this was so, I have only one thing to say to you, sir, replies the doctor, that if you keep on drinking rum, the world will soon be quit of a very dirty scoundrel!

The great Sir Joseph fought the dragon valliantly.

BACK TO STORY BACK TO STORY

15

The app allows the reader to enter their own name at the beginning of the story, to replace one of the secondary characters. It is also proposed that short events insignificant to the overall plot are rewritten into the reprints to allow for more exploitation of this feature.

Controls. The reader has the option to pause progression at any point. The app autosaves to the nearest animated event whenever the user returns to the home screen, allowing them to pick up exactly where they left off in the physical book.

Animation. As the user reads out loud, the microphone in their chosen device picks up the users voice. Key scenes from each page of the book will have an accompanying animation. As the app recognises spoken key phrases, the relevant accompanying animation plays on the app.

Outcomes To accompany the paper versions of each of the titles there will also be interactive digital elements to the range. These come in 2 formats; a standalone e-book style app and a read along accompaniment to the paperback book.

E-Book

To Bring the range into the digital age each book will also have a digital version for e-readers and tablets. On the tablet versions, added interactivity will be achieved through the inclusion of mini games. These will appear periodically throughout the stories and tie in with the events occurring on that page. This aims to encourage the audience to continue reading, in order to discover the next available mini game.

Read along Application

This application interacts with the reader as they read the story aloud from the paperback versions. Animations from different scenes play as the app picks up key words from that section of the book. This app would be available for tablet PCs, Computers and interactive TV sets, provided each device had a working microphone attachment/headset. Concept: The idea is to give young boys an incentive to continue reading the book. The animations are only revealed as each key phrase is read, each is intended to be unexpected so that anticipation is built for the next animation to be revealed. The Animation visuals have been kept simple, referencing the silhouettes used on the new cover designs. The movements will be quite simplified, similar to that of shadow puppets. It is intended that they give the readers an incentive to continue reading, however they are not to be so overly stimulating that they distract completely from the book.

Bethany Yates // OUGD303 Brief 2 // Puffin Childrens classics 2/5

ADVENTURE IDEAS!!

NAME: AGE:

ILLUSTRATION TIME!!

NAME:

AGE:

STORY TITLE:

Launch Pack: each pack will be themed toward the book it is accompanying.

Live action read along sessions: One of the party overseers will read the story aloud while actors play out the scenes behind them. There will also be a chance for the kids to take over sections of the narration, and join in with the actors.

Story writing & illustration: Once the live action sessions have been completed, the actors and group organisers will run a short story writing session. This aims to get the kids imaginations going, and is intended to be a fun light hearted activity. The kids can write their worn stories or base them on the characters from the books. During the session the actors will attempt to act out the kids story ideas to help them further their ideas and encourage engagement with the activity.

Range Lauch The new range will be launched accross the country through launch parties. Held in various book retailers, each launch party will be filled with activities for the kids to participate in. These aim to engage the boys with the stories and encourage them to read the books they purchase. Activities will include live action read along events, story writing & illustration competitons, dress up and acting sessions.

Launch Pack All book purchases made during the launch party events will come with an additional promotional pack. This will contain freebies for the kids, along with vouchers to try the digital apps and money off their next purchase.

Bethany Yates // OUGD303 Brief 2 // Puffin Childrens classics 3/5

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

ITS MY BUSINESS TO KNOW WHAT OTHER PEOPLE DONT KNOW.

ITS MY BUSINESS TO KNOW WHAT OTHER PEOPLE DONT KNOW.

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

WHOSO PULLETH OUT THIS SWORD FROM THIS STONE AND ANVIL IS THE TRUE BORN KING OF ALL BRITAIN
Visit pu n.co.uk for more information. Dates and times subject to individual store location.

FOR THE STRENGTH OF THE PACK IS THE WOLF , AND THE STRENGTH OF THE WOLF IS THE PACK.

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

Visit pu n.co.uk for more information. Dates and times subject to individual store location.

Promotion In addition to the launch parties the new range will also be promoted through an extensive print campaign. This will focus on store fronts and city centre adshells, places where the target audience are likely to be found with their parents/guardians who will be purchasing the books for them. The advertising was deigned to be subtle. Rather than explicitly telling the audience to purchase the books, it aims to create intrigue and excitement around the range, tieing leading quotes from the books with the cover designs.

The prominence of the Books for Boys brand will be the main link from external promotion to instore purchase. After seeing the promotion throughout city centres, almost like clues, seeing the brand displayed prominently in the front of book retailers aims to give consumers an end point to the promotion, the place to discover what the brand and the books are all about.

Bethany Yates // OUGD303 Brief 2 // Puffin Childrens classics 5/5

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Prints & Posters

Kindle covers & Device Skins

Book bags

Additional Merchandise To accompany the new book range, promotional merchandise is also available for purchase.

Bethany Yates // OUGD303 Brief 2 // Puffin Childrens classics 4/5