Understanding that climate change is a significant concern for Generation Z, I chose to design a campaign that highlighted the environmental threats faced by penguins. This approach allowed me to connect the Penguin Books brand with a cause that resonates deeply with this generation, making the merchandise more meaningful and relevant to their lives.

To capture the spirit of Gen Z activism, I drew inspiration from protest and graffiti art. The design featured bold, graffiti-style graphics that conveyed a sense of urgency and rebellion, mirroring the way this generation approaches social issues. This visual style not only appealed to Gen Z’s aesthetic preferences but also underscored the campaign’s message about the need for immediate climate action.

By integrating climate activism into the Penguin Books brand, I created a merchandise line that was both impactful and aligned with the publisher’s identity. The products served as more than just branded items; they became symbols of a larger movement, encouraging Gen Z to engage with Penguin Books in a way that reflects their values and supports a cause they care about.