Pottermore:
Creating a digital first campaign across 26 markets

The work

By leveraging an audience-first, data-led approach for the first time in the franchise’s history, we developed a new brand aesthetic to celebrate the 25th anniversary, putting the global audience at the core. By understanding their attitudes, interests, media consumption habits, and personality traits, we were able to create empathetic and inspiring creative works, encouraging both new and existing readers to experience the stories in a new, digital-first light.

We brought both iconic and lesser-known scenes from these beloved stories to life in thrilling detail for fans and new readers alike. The new cover art invites the next generation of readers and listeners to dive into the action, discovering the Harry Potter books on their phones, tablets, e-readers, and other devices.

The new covers vividly depict scenes from the books, some never before illustrated, such as Harry’s Great Lake task in Goblet of Fire, and offer new perspectives on iconic moments like Harry’s first Quidditch match.

Since inception, the design language has been adopted globally across all brand and marketing touchpoints, becoming key print collateral in multiple countries. This creative approach has extended to supporting titles and special editions, such as the Hogwarts Library Books series and the more recent Stephen Fry editions.

The impact

We created a global brand worthy of the most successful children’s book series in publishing history, accompanied by a master toolkit for local markets to adapt on a global scale. This approach has enabled the franchise to maintain its top position in the digital space, achieving 1 billion streams on Amazon and consistently ranking in the Top 10 charts on Audible, Storytel, and Amazon. This continued success inspires muggles worldwide.