Pearson Australia, owner of the Penguin Group, asked Interbrand to create an online destination following Pearson’s recent acquisition of the digital assets of Borders in Australia, which can now be found at Bookworld.com.au.
Interbrand was asked to create a ‘compelling and engaging experience’ and sought a solution from the question, ‘Have you ever wondered where the characters go when you close a book?’ ‘The answer is they go to Bookworld – where books come from,’ according to Interbrand Australia creative director Mike Rigby.
A series of illustrated genre-specific landscapes, including Crime City and Horror-Ville, form Bookworld, which is populated by the likes of Sherlock Holmes and Frankenstein.
The Bookworld marque features a bold B, reminiscent of a book, and a W resembling a bookmark. In animation the logo opens up – like a book – ‘revealing the magical world within’ says Interbrand.
The themes of Bookworld are extended to ecommerce, where shoppers become citizens when they sign up, receiving passports and a message from King Avid Reader, the imagined ruler of Bookworld.
‘You can even purchase Bookworld currency to use as a gift voucher,’ says Interbrand, which has designed a TV, print, online, and outdoor Christmas ad campaign featuring King Avid Reader.