The Establishment Brief - Penguin Books - Competition Brief

I then began working on the Adult Non-Fiction cover competition - for 'The Establishment' by left-leaning Owen Jones. The brief stipulates how the design should look:

'Behind our democracy lurks a powerful but unaccountable network of people who wield massive power and reap huge profits in the process. In exposing this shadowy and complex system that dominates our lives, Owen Jones sets out on a journey into the heart of our Establishment, from the lobbies of Westminster to the newsrooms, boardrooms and trading rooms of Fleet Street and the City. Exposing the revolving doors that link these worlds, and the vested interests that bind them together, Jones shows how, in claiming to work on our behalf, the people at the top are doing precisely the opposite. In fact, they represent the biggest threat to our democracy today - and it is time they were challenged.'

'Part historical overview, part deconstruction of the way Britain is managed, the cover design should reframe the book to continue to build its reach over the next ten years. It should aim to appeal to a new audience who are not only interested in understanding the spectrum of political ideas but also want to challenge the status quo. At the same time, it should feel fresh, accessible and an important read whatever your political persuasion.'
-  This leads me to think that the cover should aimed towards a youthful audience who will want to 'uprise'. This means the cover should use bright colours, modern imagery, nothing too dull or purely informative. It should grab young readers.
- It is also interesting that it suggests it should be applicable 'whatever your political persuasion'. I believe to an extent this book is very left leaning and aimed at young liberals. But, because Penguin needs to seem somewhat impartial, they don't want the book too far aligned to one political party, such as Labour.

We are looking for a striking cover design that is well executed, has an imaginative concept and clearly places the book for its market.

The winning design will need to:

• have an imaginative concept
  
• be an original interpretation of the brief
• be competently executed with strong use of typography
• appeal to the broadest possible audience for the book
• show a good understanding of the marketplace
• have a point of difference from other books that it will be competing against in the market
• be able to sit on the shelves of a supermarket or ebook store as easily as it sits on those of more traditional bookshops 

I need to consider the types of books that Penguin usually favour for the Adult Non-Fiction Design Award and what these designs have in common. This could include strong execution of typography, bold and symbolic imagery, and innovative ideas.

I will also need to look at the previous 'Establishment' cover design - considering why they were successful, how they convey the themes of the books and what hasn't worked about them, ect.