For 30 years, Books are Fun had been a display marketing company selling books to teachers in school lounges. The original logo had been cobbled together with clip art in Word. The company shifted focus in 2019, devoting itself to promoting children’s literacy and marketing directly to families.
Books Are Fun put on schoolwide fundraising events where the students would invite friends and family to donate to the cause. Every kid was guaranteed at least one new book. Participation was incentivized with prizes and a week of fun activities. But the old branding was not up to the task.
The new look appealed to the digital generation. The look was inspired by video games and delivered in class with an exciting video that brought the program to life. Students took home a treasure map that would lead them to the books and prizes.
For mom and dad, a web portal walked them through registration in the program and gave them ways to share the message on social media.
The culmination of each event is the book delivery day. Every student at school receives a book – even if they hadn’t participated. To date, Books Are Fun has delivered nearly 5 million books to students nationally as of 2024.
Creative Director: Andrew Tinch
Videographer: Adam Rosenberg
Client: CPV Holdings, Inc.