The D&D 2023 brief aimed to develop a visual identity for Penguin Random House that resonates with Gen Z readers. Our “Main Character Energy” concept celebrates embracing one’s role as the main character, with illustrated characters embodying the five key personality traits: Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism.

These characters were used to create personality-focused merchandise, including handkerchiefs, collectible Kihno audiobooks, and incense with tearable bookmarks.