Maria Semple’s Go Gentle
The Campaign
Challenge: Launch bestselling author Maria Semple’s long-awaited novel (her first with Putnam, and her first in 10 years) to dedicated long-time fans, while attracting new readership.
Strategy: Develop a playful visual identity inspired by Maria’s signature wit and charm across paid media, social, web, OOH, and influencer outreach mailers.
Impact: An Oprah Book Club Selection. An instant New York Times bestseller. Millions of impressions. Coordinated launch across multiple channels.
Promotional items created for big-mouth and influencer mailings to promote Go Gentle ahead of publication.
I designed Advanced Reader Copies, jiffy mailers, baseball hats, mailer boxes, a philosophy pamphlet (written from the main character’s perspective, annotated by Semple herself), and custom stationery for Maria to thank supporters of her work.
2022
Advance Reader Copy: I designed the spine, back cover, tip-in, and inside cover.
Main cover art design by Vi-An Nguyen
More from the
Go Gentle
campaign
A selection of paid advertising from the multi-million impression campaign.
Animated book trailer for Go Gentle
Out of home advertisements located on the Upper West Side of New York City
Amazon A+ retailer images
I partnered with marketing to conceptualize and execute an eye-catching window display at Barnes and Noble’s Upper West Side location for Go Gentle’s launch on April 20.
The final deliverables included custom vinyl window decals and assorted props (pigeons! burrito! street lamps! Greek diner coffee cup!) sourced and styled to connect to elements of the story that are distinctly New York and Go Gentle.
I got to put together the window display alongside title marketer Molly Pieper (check us out in the window below!) with the help of the B&N UWS staff.
2023
Proof of concept
