PROJECTS / Penguin Online Penguin Books

Penguin Online ~ Penguin Books

Penguin website redesign and digital branding case study

Project Role & Remit

Art Direction
Responsive Design

In the latter part of the 1990's whilst exploring new technologies, Penguin became the first trade publisher to have a website. Shortly after the launch I joined Penguin Books to lead the Penguin Digital Design Department and help shape what was previously a marketing portal into what it is now, a content rich destination site.

As part of this redesign, I brought visual consistency to the website, branding content type and content channel throughout. Developing the Penguin logo lock-ups, so if it was anyone's it was Penguin's. If it was an author, it wasn't just any author it was a Penguin Author.

I maximised the use of the Penguin orange to improve the visibility of page sign posting, text-linking and CTA's. Though content heavy, it was clear to see what was of importance, and where to click.

The redesign was a success and my methodologies, colour palette, typographic voice and tempo were adopted globally, providing impact and visual online brand unity worldwide.


Future Proofing Penguin Online: POC

As a Proof of Concept, and part of the redesign process and 'wild card options', I also presented the idea of Penguin as an all encompassing Digital Publishing Brand, future proofing the possibilities of Penguin Online moving into a variety of interactive media genres and social platforms. At that time it was considered too progressive. Now, some years later Penguin occupies all and more.


View other projects

Rosewood Hotels

Product Design

Airbus Flying Smart

DATA Timeline

PageBuilder CMS

UI & UX Theme Design

Ethical Investor

Learn about investments


Case study

Jamie's America

Revisited and Revamped

The T-Shirt I Wear

UGC Image Sharing

InFocus Digital Journal

Journeys through Aotearoa

Penguin Online

Website redesign case study

Penguin Classics

Redesign and Relaunch


Extract reader Web App

D&AD Awards 2013

In Book Award Winner


Suggestion Web App

Penguin vs Lego

Brands collide and collude

Gretel and the Dark

Promotional Website

Penguin English Library

Book Jacket Illustrations

Designer Classics

Beautiful, stylish, collectable

Picture to Frame

InFocus Photography

Lesley Pearse

Author Website

Devil May Care

Bond is Back

Puffin Designer Classics

Six design & style icons

Youth Apparel

Angels, Devils and WOMD

Realy sorry, but my site is best viewed in protrait. Twist your device round for the best viewing experience.