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        <nav class="PrimaryNavigation PrimaryNavigation--inverted PrimaryNavigation--sea-serpent-blue" data-component="PrimaryNavigation">
            <button class="PrimaryNavigation-menu" aria-hidden="true">Menu</button>
            <ul class="PrimaryNavigation-list">
                <li class="PrimaryNavigation-listItem"><a href="#" class="PrimaryNavigation-link is-active ">Case Studies</a></li>
                <li class="PrimaryNavigation-listItem"><a href="#" class="PrimaryNavigation-link">Team</a></li>
                <li class="PrimaryNavigation-listItem"><a href="#" class="PrimaryNavigation-link">Posts</a></li>
                <li class="PrimaryNavigation-listItem"><a href="#" class="PrimaryNavigation-link">Events</a></li>
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            </ul>
        </nav>
    </header>

    <div class="PenguinProject-wrapper">

        <div class="Ch4Project-breadcrumb">
            <div class="Breadcrumb Breadcrumb--inverted">
                <a href="" class="Breadcrumb-item Breadcrumb-item--first">Our Work</a>
                <span class="Breadcrumb-separator">/</span> <a class="Breadcrumb-item" href="">Penguin Random House</a></div>
            <!--/.Breadcrumb-->
        </div>

        <div class="PenguinProject-content">

            <div class="PenguinProject-question"></div>

            <h2 class="PenguinProject-title Heading Heading--secondary Heading--inverted">Create a new universe.</h2>

            <div class="PenguinProject-description Lead Bar">
                How do you bring thousands of authors, publishing brands, imprints and marketing teams together into one website? This is the story of how we led Penguin Random House through digital transformation.
            </div>

        </div>

    </div>
</div>
<!--./PenguinProject-->

<div class="Background Background--grey">
    <div class="Voice">
        <div class="Voice-person">
            <img src="/assets/img/team/voice/graham.png" alt="Graham Smith">
        </div>
        <!--/.Voice-person-->
        <div class="Voice-description">
            <blockquote>“We’re in the news room, in the centre of all the activity, watching the team capture, edit, and share events from all over the world. It’s fast-moving, exciting, and iterative. In that moment, I realised that we could also design in a way
                that harnesses that same excitement.”</blockquote>
            <p class="Voice-cite Heading Heading--context">James Box, UX Director, Team lead</p>
        </div>
        <!--/.Voice-description-->
    </div>
    <!--/.Voice-->
</div>

<main>
    <div class="Scene">
        <div class="Scene-side">
            <dl class="Metadata">
                <dt class="Metadata-heading">What we did</dt>
                <dd class="Metadata-description Pill">Strategy</dd>
                <dd class="Metadata-description Pill">UX Design</dd>
                <dd class="Metadata-description Pill">Visual Design</dd>
            </dl>
            <!--/.MetaData-->
            <dl class="Metadata">
                <dt class="Metadata-heading">Our team</dt>
                <dd class="Metadata-description">Bianka Daniel, Human Research Designer</dd>
                <dd class="Metadata-description">Providenci Hammes, Human Research Officer</dd>
                <dd class="Metadata-description">Joanny Heathcote, Dynamic Mobility Officer</dd>
                <dd class="Metadata-description">Moshe Gerlach, Dynamic Interactions Technician</dd>
            </dl>
            <!--/.MetaData-->
            <dl class="Metadata">
                <dt class="Metadata-heading">something</dt>
                <dd class="Metadata-description">aasdasd</dd>
                <dd class="Metadata-description">baasdr</dd>
            </dl>
            <!--/.MetaData-->
        </div>
        <!--/.Scene-side-->
        <div class="Scene-main">
            <h2 class="Scene-heading Heading Heading--medium">The challenge for Penguin Random House</h2>
            <div class="Prose">

                <p>As formerly separate companies, Penguin and Random House each had their own websites. Then they merged. Collectively, the two brands managed over 700 other websites, distributed across 6 publishing houses and over 40 imprints. Each website
                    individually focussed on authors, books, series, and characters. Few of those 700 sites had significant levels of traffic, and commissioning new sites and marketing micro-sites with external agencies was getting expensive.</p>
                <p>Penguin.co.uk was to become their new consumer-facing brand; it has 100% market recognition and the biggest catalogue in the world. Penguin Random House wanted to expand the brand beyond classics. People also don’t know that it’s related
                    to two other strong brands, Puffin and Ladybird. How could we change the perception of Penguin and its related brands, and bring the brands together without diluting their identities? This brief became one of our biggest, most challenging
                    projects.</p>

            </div>
            <a class="Anchor" href="#results">Go straight to results &#8595;</a>
        </div>
        <!--/.Scene-main-->
    </div>
    <!--/.Scene-->

    <figure class="ImageBlock">
        <img class="ImageBlock-image" src="/assets/img/work/penguin/display-case/co-design-session.jpg" alt="Channel 4 Team">
        <figcaption class="ImageBlock-item">conducting co-design sessions at prh, vauxhaul bridge</figcaption>
    </figure>
    <!--/.ImageBlock-->

    <div class="TextBlock">

        <div class="Prose">
            <h2>How do you create a single strategy for stakeholders who may also be competitors?</h2>
            <p>Penguin Random House believed that the new Penguin website could help people discover the book they wanted to read next. At Clearleft, we love a good provocation to get theories and opinions out on the table; during one of our early workshops
                we asked a question of the stakeholders:</p>
        </div>

    </div>
    <!--/.TextBlock Prose-->

    <blockquote class="Quote">
        I remember a really good sense of collaboration. There were a lot of moving parts—us at Clearleft, the team at Channel 4, but also the team at ITN. I think we had a really good working relationship between all of those people.
        <div class="Quote-citation">
            <img class="Quote-avatar" src="/assets/img/work/ch4/anna-doble.jpg" alt="James Bates"> <span>James Bates</span>
        </div>
        <!--/.Quote-citation-->
    </blockquote>
    <!--/.Quote-->
    <div class="TextBlock Prose">
        <p>The results of the workshop with all the subsidiary brands of Penguin Random House contradicted what we had initially heard. Staff believed that the site could offer readers unique content, and better access to authors. To get strategic clarity,
            we worked with stakeholders to identify the top business objectives. Ones they could all get behind. With a bit of help from us, the internal team decided that the web should:</p>
        <h2>During the research we discovered:</h2>
        <ul>
            <li>Wikipedia rules the roost. When asked to find out what an author had written, people ignored the author’s own website (1st result on Google), then headed straight for the author’s Wikipedia entry (2nd).</li>
            <li>There is a seasonality to the purchase of books. Most people didn’t find the idea of using penguin.co.uk to find books compelling. Yet, once there, they liked what they saw. We also saw an uptick in visitors using the site for this purpose
                at Christmas.</li>
        </ul>
    </div>

    <div class="PenguinDisplayCase">
        <div class="PenguinDisplayCase-wrapper">

            <img class="PenguinDisplayCase-chimney" src="/assets/img/work/penguin/display-case/header.png" alt="Channel 4 website screen shots">

            <div class="TextBlock TextBlock--author Prose">
                <div class="TextBlock-author">
                    <div class="Author">
                        <img class="Author-image" src="/assets/img/team/voice/ben-white.png" alt="Ben White">
                        <div class="Heading Heading--context">Ben White</div>
                    </div>
                    <!--/.Author-->
                </div>

                <h2>How do you adapt the brand to digital, remaining faithful to the Penguin brand and sensitive to hundreds of sub-brands?</h2>
                <p>When it came to the brand, we were pushing Penguin into unchartered waters, places the brand guidelines didn’t cover. The design language would be used to in places where the Penguin is secondary to another brand (e.g. Jamie Oliver, or
                    Puffin).</p>
                <p>We agonised over the typography. Although there were brand guidelines, we didn’t feel they had a universal feel. Our choice of Bliss and Fort reflects this idea. We built throwaway HTML responsive prototypes, to see what our suggested
                    design language looked like on a variety of devices.</p>

                <div class="PenguinDisplayFont-wrapper">
                    <div class="PenguinDisplayFont PenguinDisplayFont--left">
                        <img src="/assets/img/work/penguin/display-case/Aa-Bliss-speciman.svg" alt="Fort Book">
                        <img src="/assets/img/work/penguin/display-case/Aa-bliss-bold.svg" alt="Bliss Bold">
                    </div>

                    <div class="PenguinDisplayFont PenguinDisplayFont--right">
                        <img src="/assets/img/work/penguin/display-case/Aa-Fort-speciman.svg" alt="Fort Book">
                        <img src="/assets/img/work/penguin/display-case/Aa-fort-book.svg" alt="Bliss Bold">
                    </div>
                </div>

                <p>After much experimentation and testing with other brands, the result is the sidebar shown below. It gives some implicit consistency across the Penguin universe, while allowing other brands to express themselves. A user might unconsciously
                    know that the brands were part of a universe, even if the colour and logo were different.</p>
            </div>
            <!--/.TextBlock Prose-->

            <div class="PenguinDisplayCase-example1">
                <img src="https://clearleft-v5.s3.amazonaws.com/uploads/prh-fan.png" alt="">
            </div>

            <div class="PenguinDisplayCase-example2">
                <img src="https://clearleft-v5.s3.amazonaws.com/uploads/prh-11.png" alt="">
            </div>

            <blockquote class="Quote">
                "Traditionally, digital has been commissioned in silos across the organisation. By hiring Clearleft, we've gained a vision of how we should all work together."
                <div class="Quote-citation">
                    <img class="Quote-avatar" src="/assets/img/work/penguin/display-case/john-salt.jpg" alt="James Bates">
                    <span>Jon Salt, <span class="Quote-job">Head of Digital, Penguin.co.uk</span></span>
                </div>
                <!--/.Quote-citation-->
            </blockquote>
            <!--/.Quote-->

        </div>
        <!--/.DisplayCase-wrapper-->
    </div>
    <!--/.DisplayCase-->

    <div class="Trio Trio--penguin Trio--inverted">
        <div class="Trio-wrapper">
            <h2 class="Trio-title Heading Heading--main">The Results</h2>
            <div class="Trio-collection">
                <div class="Trio-item">
                    <div class="Trio-description">
                        <h3 class="Trio-itemHead Heading Heading--small">Work on products & services</h3>
                        <p>Radically improve existing products and services, or create them from scratch. Optimise a key interaction to get big results, give your website a new lease of life, or work with the team to conceive, create and build on an entirely
                            new idea.</p>
                    </div>
                </div>
                <!--/.Trio-item-->
                <div class="Trio-item">
                    <div class="Trio-description">
                        <h3 class="Trio-itemHead Heading Heading--small">Get clear on your strategy</h3>
                        <p>You might need a targeted intervention, to unpick a thorny problem, or a fresh perspective on your process. Our strategists work with you to research and develop an appropriate digital strategy that integrates with your organisation.</p>
                    </div>
                </div>
                <!--/.Trio-item-->
                <div class="Trio-item">
                    <div class="Trio-description">
                        <h3 class="Trio-itemHead Heading Heading--small">Transform your digital culture</h3>
                        <p>Upskill your team, develop your processes, integrate design thinking and introduce new habits. By working closely with the Clearleft team as part of your in-house process, or in a bespoke workshop setting, you get an external perspective
                            that’s directly relevant to your needs.</p>
                    </div>
                </div>
                <!--/.Trio-item-->
            </div>
            <!--/.Trio-collection-->
        </div>
        <!--/.Trio-wrapper-->
    </div>
    <!--/.Trio-->

    <div class="Signpost">
        <div class="Signpost-item">
            <a href="#" class="Signpost-link Signpost-link--prev">Create a new universe</a>
            <span class="Signpost-prevContext Heading Heading--context">Penguin Random House</span>
        </div>
        <!--/.Signpost-->
        <div class="Signpost-item">
            <a href="#" class="Signpost-link Signpost-link--next">Inject energy</a>
            <span class="Signpost-prevContext Heading Heading--context">Evo Motoring Magazine</span>
        </div>
        <!--/.Signpost-->
    </div>
    <!--/.Signpost-->
</main>

<div class="Hello">
    <div class="Hello-container">
        <figure class="Hello-image">
            <img src="" alt="">
            <figcaption></figcaption>
        </figure>
        <div>
            <h3 class="Hello-title Heading Heading--inverted Heading--medium">Open the conversation.</h3>
            <div class="Hello-body">

                <p>Ask us anything. From basic questions to complex queries about your approach to strategy, research, content and design, Dan is ready to talk to you on +44 (0)845 838 6163 or <a href="#">get in touch</a></p>

            </div>
        </div>
    </div>
</div>
<!--/.Hello-->

<footer class="SiteFooter">
    <div class="SiteFooter-container Cols">
        <div class="Cols-half Cols-item">
            <div class="InputGroup">
                <form action="https://tinyletter.com/clearleft" method="post">
                    <input type="hidden" value="1" name="embed">
                    <label class="InputGroup-label Heading Heading--body" for="">Feed your curiosity.</label>
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                        <button type="submit" class="InputGroup-submit">Get the Clearletter</button>
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            <small class="Heading Heading--context"></small>
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        <div class="Cols-half Cols-item">
            <nav class="SiteFooter-navigation">
                <ul class="SiteFooter-navigationLinks">
                    <li class="SiteFooter-navigationItem"><a href="#" class="SiteFooter-navigationLink">Test Lab</a></li>
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                    <li class="SiteFooter-icon">
                        <a class="SiteFooter-iconLink" href="#"><img src="/assets/img/icons/icon-github.svg" alt="Find us on Github"></a>
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                        <a class="SiteFooter-iconLink" href="#"><img src="/assets/img/icons/icon-instagram.svg" alt="Find us on Instagram"></a>
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                        <a class="SiteFooter-iconLink" href="#"><img src="/assets/img/icons/icon-medium.svg" alt="Find us on Medium"></a>
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                        <a class="SiteFooter-iconLink" href="#"><img src="/assets/img/icons/icon-flickr.svg" alt="Find us on Flickr"></a>
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                <!--/.SiteFooter-icons-->
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        <!--/.Cols-half-->
        <div class="Cols-item SiteFooter-small">
            &copy; 2005‑now Clearleft Ltd. All rights reserved.
        </div>
        <!--/.SiteFooter-small-->
    </div>
    <!--/.Cols-->
</footer>
<!--/.SiteFooter-->
{% include '@penguin-project' %}

<div class="Background Background--grey">
    {% include '@voice' %}
</div>

<main>
    {% include '@scene' %}

    {% include '@image-block' %}

    {% include '@text-block' %}

    {% include '@quote' %}

    <div class="TextBlock Prose">
        <p>The results of the workshop with all the subsidiary brands of Penguin Random House contradicted what we had initially heard. Staff believed that the site could offer readers unique content, and better access to authors. To get strategic clarity, we worked with stakeholders to identify the top business objectives. Ones they could all get behind. With a bit of help from us, the internal team decided that the web should:</p>
        <h2>During the research we discovered:</h2>
        <ul>
            <li>Wikipedia rules the roost. When asked to find out what an author had written, people ignored the author’s own website (1st result on Google), then headed straight for the author’s Wikipedia entry (2nd).</li>
            <li>There is a seasonality to the purchase of books. Most people didn’t find the idea of using penguin.co.uk to find books compelling. Yet, once there, they liked what they saw. We also saw an uptick in visitors using the site for this purpose at Christmas.</li>
        </ul>
    </div>

    {% include '@penguin-display-case' %}

    {% include '@trio' %}

    {% include '@signpost' %}
</main>

{% include '@hello' %}

{% include '@site-footer' %}
{
  "penguinTitle": "Create a new universe.",
  "penguinModifier": "--stage",
  "penguinContext": null,
  "penguinDescription": "How do you bring thousands of authors, publishing brands, imprints and marketing teams together into one website? This is the story of how we led Penguin Random House through digital transformation.",
  "penguinLogo": "/assets/img/work/penguin/penguin-logo.svg",
  "penguinLogoAlt": "Penguin logo",
  "penguinLink": null,
  "primaryNavlinks": [
    {
      "title": "Case Studies",
      "url": "#",
      "primaryActive": true
    },
    {
      "title": "Team",
      "url": "#"
    },
    {
      "title": "Posts",
      "url": "#"
    },
    {
      "title": "Events",
      "url": "#"
    },
    {
      "title": "Contact",
      "url": "#"
    }
  ],
  "primaryNavModifiers": [
    "--inverted",
    "--sea-serpent-blue"
  ],
  "logoModifiers": [
    "--inverted",
    "--sea-serpent-blue"
  ],
  "segmentOne": "Our Work",
  "segmentTwo": "Penguin Random House",
  "breadcrumbModifier": "--inverted",
  "signpostItems": [
    {
      "link": "Create a new universe",
      "linkUrl": "#",
      "context": "Penguin Random House",
      "linkModifier": "Signpost-link--prev"
    },
    {
      "link": "Inject energy",
      "linkUrl": "#",
      "context": "Evo Motoring Magazine",
      "linkModifier": "Signpost-link--next"
    }
  ],
  "helloHeading": "Open the conversation.",
  "helloBody": "\n            <p>Ask us anything. From basic questions to complex queries about your approach to strategy, research, content and design, Dan is ready to talk to you on +44 (0)845 838 6163 or <a href=\"#\">get in touch</a></p>\n        ",
  "voiceDescription": "We’re in the news room, in the centre of all the activity, watching the team capture, edit, and share events from all over the world.  It’s fast-moving, exciting, and iterative. In that moment, I realised that we could also design in a way that harnesses that same excitement.",
  "voiceCite": "James Box, UX Director, Team lead",
  "voicePersonSrc": "/assets/img/team/voice/graham.png",
  "voicePersonAlt": "Graham Smith",
  "metas": [
    {
      "metadataHeading": "What we did",
      "metadataPill": true,
      "items": [
        {
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          "metadata": "Bianka Daniel, Human Research Designer"
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          "metadata": "Joanny Heathcote, Dynamic Mobility Officer"
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          "metadata": "Moshe Gerlach, Dynamic Interactions Technician"
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  "sceneProse": "\n            <p>As formerly separate companies, Penguin and Random House each had their own websites. Then they merged. Collectively, the two brands managed over 700 other websites,\n            distributed across 6 publishing houses and over 40 imprints. Each website individually focussed on authors, books, series, and characters.\n            Few of those 700 sites had significant levels of traffic, and commissioning new sites and marketing micro-sites with external agencies was getting expensive.</p>\n            <p>Penguin.co.uk was to become their new consumer-facing brand; it has 100% market recognition and the biggest catalogue in the world.\n            Penguin Random House wanted to expand the brand beyond classics. People also don’t know that it’s related to two other strong brands, Puffin and Ladybird.\n            How could we change the perception of Penguin and its related brands, and bring the brands together without diluting their identities? This brief became one of our biggest, most challenging projects.</p>\n        ",
  "sceneHeading": "The challenge for Penguin Random House",
  "imageBlockSrc": "/assets/img/work/penguin/display-case/co-design-session.jpg",
  "imageBlockAlt": "Channel 4 Team",
  "imageBlockCaption": "conducting co-design sessions at prh, vauxhaul bridge",
  "textBlockProse": "\n            <h2>How do you create a single strategy for stakeholders who may also be competitors?</h2>\n            <p>Penguin Random House believed that the new Penguin website could help people discover the book they wanted to read next. At Clearleft, we love a good provocation to get theories and opinions out on the table; during one of our early workshops we asked a question of the stakeholders:</p>\n        ",
  "trioHeading": "The Results",
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    {
      "heading": "Work on products & services",
      "text": "Radically improve existing products and services, or create them from scratch. Optimise a key interaction to get big results, give your website a new lease of life, or work with the team to conceive, create and build on an entirely new idea."
    },
    {
      "heading": "Get clear on your strategy",
      "text": "You might need a targeted intervention, to unpick a thorny problem, or a fresh perspective on your process. Our strategists work with you to research and develop an appropriate digital strategy that integrates with your organisation."
    },
    {
      "heading": "Transform your digital culture",
      "text": "Upskill your team, develop your processes, integrate design thinking and introduce new habits. By working closely with the Clearleft team as part of your in-house process, or in a bespoke workshop setting, you get an external perspective that’s directly relevant to your needs."
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  "quoteAvatarSrc": "/assets/img/work/ch4/anna-doble.jpg",
  "quoteAvatarAlt": "James Bates",
  "quoteText": "I remember a really good sense of collaboration. There were a lot of moving parts—us at Clearleft, the team at Channel 4, but also the team at ITN. I think we had a really good working relationship between all of those people.",
  "quoteAuthor": "James Bates",
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  "inputGroupLabel": "Feed your curiosity.",
  "inputGroupSubmit": "Get the Clearletter",
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  "siteFooterSmall": "&copy; 2005‑now Clearleft Ltd. All rights reserved."
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