Developed a concept-driven advertising campaign from brief to final execution, responding to a live D&AD brief by conducting research, generating and refining ideas, and producing a cohesive campaign centred around the insight that typography can reflect the personality and emotion of literature. Demonstrated strategic thinking by ensuring every creative decision aligned with the campaign objective and Penguin Books’ brand identity.

Applied advanced typography, branding, and visual communication principles to transform different font formats into a compelling storytelling device. Strengthened skills in visual hierarchy, layout, colour theory, and editorial design while creating professional mock-ups using Adobe Creative Suite. Maintained a high level of attention to detail to ensure consistency, readability, and a polished, industry-standard finish across all campaign assets.