Literati Summer Campaign

ENVIRONMENTAL, PRINT

In June 2021, Literati launched a national ad campaign. The summer campaign was meant to spread brand awareness and promote Literati’s Luminary product, which is a book club curated by celebrities and authors. Members receive a book each month (based on the club of their choice) and also gain access to an app with book discussions and exclusive interactions with the Luminaries.

The Luminary product (and Literati as a company) is fairly new to the public, so the campaign needed to be clear and intriguing. We took advantage of the star power of celebrities like Stephen Curry, Malala, and Richard Branson to draw in potential customers.

The visual design needed to be elevated and striking while appealing to a wide range of readers. I used dark, dramatic photography combined with a pop of Literati’s teal to draw the eye in. Clean typography was also central to the look to reinforce the brand’s literary roots. The sharp letter forms combined with ample negative space and the celebrity images give the whole campaign a luxurious, high-end look.

This was Literati’s largest advertising campaign to date. There were billboards in New York City, San Francisco, LA, and Austin. In New York, we took over the Union Street Subway station to create an experience that anyone passing by could not miss. There were also wildpostings put up throughout Manhattan and Brooklyn.

I was responsible for all design and production on the campaign, with art direction from Karissa Cardoza.