More Than Just Swag
The goal: create enticing pre-order bonuses for a new Young Adult novel. However, the core challenge was deeper. K-Jane follows a Korean-American teenager reconnecting with her heritage. The promotional materials couldn't just be pretty; they needed to be meaningful, honoring the character's journey and the Korean culture central to the story. They had to feel like an authentic extension of the book itself.
Research-Driven and Cohesive Design
Deep-Dive Research: I began by immersing myself in the book's themes. Using a FigJam board, I organized motifs, character notes, and cultural touchpoints directly from the client. This wasn't just aesthetic research; it was about ensuring cultural accuracy and emotional resonance.
Visual Cohesion: To ensure the materials felt like a native part of the K-Jane universe, I pulled the color palette directly from the book cover. This created an instant and professional visual connection.
Hand-Drawn Authenticity: Initial sketches were hand-drawn in Procreate for an organic feel, then refined and vectorized in Adobe Illustrator for professional-grade scalability and print.
A Tangible Piece of the Story
The final deliverables were a curated set of items that rewarded readers for their early support and deepened their connection to the story.
Illustrative Suite: A collection of hand-drawn motifs that were adapted into a sticker sheet, bookmark, and coveted enamel pin.
Dual-Purpose Postcard: A unique, two-sided postcard that served multiple functions. The featured compelling book reviews to validate a reader's purchase decision, while the back featured a Rose Ttoekkbokki recipe, offering a tangible, sensory way for readers to engage with the culture celebrated in the book.
Outcome & Impact
These materials were more than just freebies; they were a strategic tool for the author and local bookstores to drive pre-orders. By delivering a premium, thoughtful unboxing experience, the project:
Enhanced Perceived Value: Elevated a simple pre-order into a special, collectible event.
Strengthened Brand Connection: Created a cohesive and authentic visual identity for the book's promotion.
Honored the Narrative: Successfully translated the novel's core themes of heritage and identity into a tangible, respectful format.
The items are being distributed to customers who pre-ordered through select local bookstores, serving as a beautiful first touchpoint between the reader and the world of K-Jane.
Lydia Kang
“Hattie was an absolute joy to work with. Beautiful art, always professional, and everything on time. Love how my book swag turned out!”
