Jungle Publishing:

‘Get Ahead’

MARKET ANALYSIS | POSITIONING & MESSAGING | BRAND DESIGN | BOOK DESIGN

Brief:

Reposition Jungle Publishing workbooks to differentiate their proposition and create message that solves customer pain points (parents) and converts more sales.

Rebrand: Create new brand identity and book cover design system, so the workbooks are consistent, standout online and appeal to parents (and their boys & girls).

Competitor Analysis:

  • Lazy at selling - no need to innovate due to ratings and poor competition

  • Don’t try to convey the ‘Why’ or selling points

  • Not using their covers as an advertisement for the product

  • Cover designs either dull, corporate or overly childish


Paint Points: Parents (Globally)

  • Competitive about getting kid into certain schools, want their child to get ahead of the rest

  • Worried about their child's progress at school - want accelerated learning

  • Struggle to get their child to concentrate & make learning fun offline - TV, phones etc 

  • Struggle to find effective learning materials for homeschooling their child

  • Need a cheap / remote alternative to private tuition - aligned with the curriculum

  • Struggle to find constructive pastimes for their kids during holidays

  • Struggle to convince their child to read ‘workbooks’

  • Books / syllabus is complex for parents to grasp and teach

  • Alternative books make it difficult to track progress

Solution:

  • Position proposition around different forms of learning value

  • Position books as ‘Challenges’ opposed to just ‘Workbooks’ - to appear more fun & engaging

  • ‘Get Ahead’ message & mature identity - appeal to parents’ competitive nature

  • Sell proven results and progress - give evidence of value with stats and credibility

  • Use covers to advertise value of product - like print ads

  • Sell design identity that conveys fun, engagement & results