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WorkGraphic Design

Fieldwork designs 'Like A Woman' campaign for Penguin's celebration of female writers

To mark this year's International Women's Day, Penguin, in partnership with Waterstones, has launched a pop-up bookshop stocked solely with titles by iconic female writers, including Malorie Blackman, Iris Murdoch and Caitlin Moran to Malala Yousafzai, Zadie Smith and Margaret Atwood.

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Three book covers displayed in a shop window featuring Penguin's Like A Woman campaign, with purple, black and turquoise designs and hand-written typography celebrating female writers

Based at 1-3 Rivington Street in East London, the store is open until 9 March and is part of a broader campaign called Like A Woman.

For the visuals, it appointed Fieldwork to work alongside its in-house creative manager, Zainab Juma. Using hand-written type, the Manchester studio created postcards, posters, signage, and interior features for the bookshop, making the lettering and patterns for each piece by hand. The result is a bold and colourful identity that celebrates strength and confidence.

"Women's voices being heard and taken seriously is key to achieving gender equality, and with The Like A Woman Bookshop we're making room for those voices to be elevated and celebrated," says Zainab. "We're creating a space where readers can look to incredible writers, activists and pioneers for the inspiration to go forward and make a change like a woman."

Proceeds from ticket sales will be donated to Solace Women's Aid, who have been providing support and shelter for at-risk women in London for over 40 years. You'll also have the chance to purchase books to be donated to children housed in Solace Women's Aid refuges.

A colourful bookmark featuring hand-written white lettering spelling "Like A Woman" lies across an open book, with purple, orange, teal and patterned sections designed by Fieldwork for Penguin's campaign.
Two promotional posters for The Like A Woman Bookshop in teal and yellow with hand-drawn type, geometric patterns and colourful shapes, showing event dates 5-9 March and London address
Penguin's Like a Woman campaign identity featuring hand-written white lettering on a vibrant purple background with teal, pink and peach geometric shapes and the Penguin logo
Collage of colourful posters featuring names and portraits of female writers including Virginia Woolf, Malorie Blackman, Mary Shelley and Zadie Smith for Penguin's Like A Woman campaign
Two visitors view Fieldwork's colourful hand-lettered mural for Penguin's Like A Woman bookshop, featuring a penguin illustration and text celebrating female writers
Two visitors viewing colourful campaign posters and signage at the Like A Woman bookshop pop-up, featuring hand-written typography and bold graphics celebrating female writers
Penguin's Like A Woman campaign featuring three panels with hand-written typography in teal, pink and purple, showcasing quotes and images celebrating female writers
Silhouette of a penguin with white markings beside wooden shelving displaying colourful books in the Like A Woman bookshop
Person passing the storefront of The Like A Woman Bookshop with turquoise-framed entrance and white script lettering on the window display
The Like A Woman bookshop storefront in East London features a bold facade with colourful geometric shapes in pink, turquoise, purple and cream against a dark grey background, with hand-painted patterns and the campaign logo visible in the window.
Person wearing black boots standing in front of a mural featuring bold geometric shapes in pink, purple, blue and cream on a dark background
White smartphone displaying Penguin Books' Instagram post featuring a bold red silhouette of a woman against a purple and pink patterned background for the Like A Woman campaign
Six book covers by female writers arranged in a grid with colourful patterned backgrounds, including titles by Malorie Blackman, Iris Murdoch, Malala Yousafzai and Caitlin Moran
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