Since the launch of the Thursday Murder Club in 2019, The British TV personality has quickly become a global publishing sensation. Adrian Carroll of D8 explains the part the agency played in his latest release.
When creative design agency D8 was approached by Penguin Random House to work on the launch campaign for Richard Osman’s latest novel We Solve Murders, it marked the continuation of a successful partnership. D8, which is based in Glasgow with studios in Europe and Asia, had collaborated with Penguin before. But with the TV presenter’s rising global fame as a writer and his previous book already setting records, this project was still one of their most significant to date.
“We’ve been working with Penguin Random House for a few years, including notable releases from acclaimed authors like Michelle Obama, Yuval Noah Harari and Dolly Alderton,” says Adrian Carroll, D8’s creative director. “So when they approached us to partner with them again for Richard Osman’s new book, we jumped at the chance.”
Treading the line
The initial challenge for D8 was to capture the essence of the novel and its characters without actually being able to read the full book.
“With only the first few chapters available at the start of the project, D8 had to carefully tread the line between representing the characters and leaving enough to the audience’s imagination,” Adrian explains.
“For us, that in itself was part of the brief: to create a world around the characters and deliver a sense of who they were as individuals, without being overly prescriptive.”
Setting the style
D8 worked closely with the team at Penguin Random House, consulting with them at key points in the creative process to ensure their interpretation of the book meshed with the publisher’s vision.
“The team were looking to introduce the characters without depicting them in a way that might restrict or shape the audience’s imagination,” Adrian explains. “We had character profiles, early chapters, as well as the book cover. It was crucial that our creative align with the style set by the cover.”
All of this helped the team – which included creative director Laura Laville, account director Keren Ibbotson and illustrator Linda Tervet – imagine what the wider world of We Solve Murders might look like.
“We identified the distinctive traits of each character and transformed them into illustrated motifs that reflect the warmth and humour of Richard’s writing,” recalls Adrian. “These included Rosie’s martini glass, Amy’s aviator sunglasses, and Steve’s quiet pint paired with a game of Sudoku.”
Steve’s cat Trouble also features widely, cast as the “tour guide” in illustrations to showcase the book’s international locations. “Alongside these, we were also developing storyboards for animations and a trailer,” adds Adrian. “It was important for us that every element worked cohesively with the next.”
Visual style
So, how did they settle on the visual style for the assets? “A fantastic book cover had already been designed at the point we started the project,” responds Adrian. “This had formed the foundations of the visual identity and the tone of the project, and this bold, minimal style provided us the perfect jumping-off point.”
Beyond that, he adds, “We also looked to capture the essence of Richard’s writing, reflecting the honesty, warmth, and fun of the book.”
D8 developed most of the creative assets for the project, including OOH advertising, social media content, animations, and the main trailer for streaming platforms.
“In fact, the trailer was one of the first pieces we created,” remembers Adrian. “Our storyboards for it were crucial in shaping the character motifs, ensuring consistency throughout the campaign.”
To top it off, D8 was tasked with designing the ‘We Solve Murders’ experiential departures lounge for The Harrogate International Crime Writer Festival. “Since travel plays a significant role in the book, we saw this as the perfect chance to embrace that theme in a fun and interactive way,” explains Adrian.
“This is what led to the inspiration behind the ‘We Solve Murders’ departures lounge. Collaborating with the talented creative stylist Kate Vaughan, we brought the concept to life, complete with check-in desks and striking, vintage-style travel posters featuring our illustrated global locations.”
Ultimately, D8’s assets for this campaign successfully captured the warmth, wit, and adventurous spirit of Richard Osman’s We Solve Murders, further cementing their reputation for bringing literature to life through design.
“While it was a challenge in some respects, we believe it turned out well, and we thoroughly enjoyed the process,” Adrian concludes.
