Context
This book was the flagship title for KiwiCo Press, a new imprint aimed at establishing a gift category outside our core subscription business. It was also part of a broader push to reposition our brand toward more fun – the book focused on making and imaginative play rather than science content, though some was added later in the process. I led creative direction and design for the 88-page book of DIY crafts, working closely with editors, illustrators, the photography team, sourcing specialists, and executive stakeholders to develop the book's format and refine the product.
Design Approach
I designed the book from cover to cover, incorporating unique elements such as distinctive craft paper endpapers and spine wrap to add a tactile, handmade feel, and the addition of punch-out cards tailored for the book's activities to enhance the interactive experience.
Photography
The crafts needed to feel achievable for kids, aspirational for parents, and on-brand for our stakeholders. We started with competitive research and swipe references, then I art directed photo styling ahead of the shoot – colored seamless backgrounds for product shots, a more neutral set with pops of color for lifestyle shots. The on-set stylist executed the compositions to feel playful without losing brand consistency.
Challenges
The interior had a specific brief: walk through the precise steps of an activity while leaving room for discovery and play, with plenty of space for full-bleed photography throughout. Fitting the science content in without disrupting that structure meant developing a modular asset that could drop into the existing photography, plus a few illustrations to keep it fun rather than dry.
