BRANDING | IDENTITY | PACKAGING | DIGITAL | PRODUCT | MOTION
A bold, impactful, flexible brand for a new multiplatform entertainment destination? SJI cracked the code when it created the identity and graphic system for The 39 Clues, an ambitious new launch from Scholastic that included a book series, hundreds of collectible puzzle cards, and an interactive online game.
With shelf presence of utmost importance to the series, we created a bold, colorful design that could convey the excitement of the story. Instead of showing characters from the books, we focused on mysterious items and locations from each book, allowing the reader to imagine themselves in the story.
card design and packaging
Included with each book, hidden behind the cover, were a series of randomly assorted collectible puzzle cards. Over 100 cards were created for the initial launch, each with clues and codes that could be entered and solved online. Booster packs, sold separately, helped fans collect the entire series.
As part of the visual language we developed, each competing branch of the Cahill family in the storyline was given its own coat of arms and color palette.
Our designs provided the basis for the website, where fans can create their own character, and use the puzzle cards to solve additional mysteries that paralleled the events of the core book series. Additional mobile games were developed using the same graphics palette.
The initial storyline continued over the course of three years, and was a huge hit, with over 8.5 million copies of the novels in print and licensed for publication in 24 languages. The series was first optioned by Steven Spielberg’s Dreamworks Studios and is now in film development at Universal Studios.
The success of The 39 Clues led to a second and third series of books, for which SJI created a video teaser. We continue to create new artwork for the series.
Suzy leads an extremely talented team of passionate, creative folks who, by the end of your first time working with them, will make you feel like they’ve always been on your team.
—Stacy Lellos SVP Subscriber Marketing Scholastic