Oxford University Press – Readerful
A transformative new brand to help children everywhere discover a lifelong love of reading, one story at a time. Impact doesn’t get much more positive than this. An inspiring, inclusive, magical brand designed to motivate more children to read more, transforming lives in the process.
Context
There’s a strong body of evidence that suggests children who read for pleasure enjoy a whole range of benefits, from better life chances and improved outcomes in school to increased empathy, better mental health and wellbeing. But enjoyment of reading is at an all-time low, with over half of 8 to 18 year olds saying they do not enjoy reading in their free time. This, coupled with evidence that one in five children in the UK do not have a book in their home, meant that something had to change. Enter Oxford University Press, whose ambition is to reignite children’s interest in reading and to put something exciting into schools – something that motivates all children to want to read more.
Solution
The Primary Literacy market is a crowded space. School book boxes and shelves are crammed with books, all with a shared problem: they look like reading scheme books, worthy and uninspiring. Readerful by Oxford University Press set out to challenge this status quo, with a mission to transform the market and a powerful vision at its heart: imagine the very best bookshop display, but in every Primary school. Our brief from OUP was to embed the awe, wonder and excitement of reading – the desire to pick up and dive into stories – into their new brand. We began by helping OUP to name their new reading brand. And, with the gift of an inspiring name, we set out to develop a lively messaging system and a joyous brand identity.
Impact
OUP’s Readerful was successfully launched to support schools and teachers to deliver the books that all children deserve, books full of richness, inspiration, inclusion and magic. Readerful’s launch library is an ever growing, expanding range, featuring exciting fiction, inspiring non-fiction and with titles designed to support older, struggling readers. Our brand identity, its comprehensive guidelines and flexible, easy-to-use assets have helped to ensure that Readerful is making a positive, transformative impact for children everywhere.
114 authors commissioned for the first wave of books
125 illustrators commissioned for the first wave of books
47 poets featured in the first wave of books
188 books (and counting) in the Readerful library
Project Tags
Companies
Oxford University Press
- Publishing