Publishing campaigns, promo design and print.
Ad and promotional design for Hachette Book Group and Penguin Random House. 900+ ad units produced independently across dozens of titles: digital, print, social, and motion, from single-title campaigns to multi-format catalog releases.
CLIENT 01
Little Brown Young Readers + NOVL
Designer, Concept, Illustration, Motion, Photography
360° campaign projects for Little Brown Young Readers and NOVL, Hachette's young adult imprints. Cover design was handled by a separate team. My work extended each book's visual identity across industry print advertising, social campaigns, custom typeface design, digital banners, and physical collateral, all executed independently with direct stakeholder routing. Work ran in People, NPR, Shelf Awareness, and industry trade publications.
Titles include The Wild Robot by Peter Brown, TEK by Patrick McDonnell, Malala's Magic Pencil by Malala Yousafzai, Dear Evan Hansen, and other LBYR and NOVL titles.
School & Library print ad
Industry print ads for school and library audiences are typically templated. This multi-title spread for Ingram used a custom quadrant color system, original illustrated characters, and a layout that broke from the standard catalog format.
Dear Evan Hansen: Postcard + Custom Typeface
By reverse-engineering the title type from the original book cover, I developed a complete custom typeface system. This was utilized to create a personalized postcard campaign for 200 influencers, extending the brand's visual identity into physical and social spaces.
Be Who You Are /
Todd Parr Digital Banner Suite
A four-unit responsive campaign for PBS Parents. This suite utilizes a visual language entirely distinct from the rest of the catalog—featuring bold color fields, playful typography, and high energy—all executed within the same independent production workflow.
CLIENT 02
Penguin Random House
Designer, Concept, Illustration, Motion
Ad and promotional design for Penguin Random House book releases. Cover design was handled by a separate team. Working within existing cover art and brand systems, I engineered campaign materials across digital, print, social, and physical formats, up to 20 size variants per title, independently with direct client routing. Work ran in The New York Times, Wall Street Journal, and Snapchat.
Responsive banner placements within New York Times digital properties, DealBook and NY Times Today. Designed across multiple breakpoints, working within NYT placement specs and PRH brand standards simultaneously.
Print & physical collateral
A cohesive suite of print and premium swag designed to deepen audience engagement across multiple touchpoints. From high-impact retail one-sheeters to commemorative enamel pins, each piece extends the brand’s visual narrative into the physical world, creating lasting impressions that digital alone cannot replicate.
What this
taught me
Working in publishing campaigns taught me how to extend a brand identity I didn't author. Cover designers set the visual system. My job was to translate it across formats, scales, and platforms while preserving what made it recognizable. That same discipline is what I now apply to design systems work, translating tokens, components, and brand standards into product UI without breaking the underlying logic.
WHAT'S NEXT