A new, revitalized brand

The former Dramatists Play Service book club was a small mailer box with simple printing—nothing appealing to unbox. We prioritized unboxing in our packaging design to make the experience of receiving your book club fun, exciting, and sexy.

More targeted content

Previous iterations of the book club were curated by in-house staff with a focus on deadstock and new items. Now, we partner with top and rising playwrights to hand-curate selections for each quarter’s book club. This provides an exclusive experience that theatre fans and students are excited to get their hands on.

Additional product lines

We expanded the offerings from just a simple subscription service to a collection of one-time selections for educators, high school students, and college students. This both expands our audience and also allows people to get a taste of the book club experience without the need to commit to a subscription right away.

My role

I led this rebrand and launch from concept to design to delivery:

• Delivering briefs and revisions to our senior graphic designer

• Managing the proofing, setup, and printing of the mailer boxes

• Coordinating with playwrights to establish curated selections and cross-check inventory and previous boxes to prevent repeat items

• Align with operations and inventory teams to set up processes for quarterly processing, assembly, and mailing

• Building quarterly marketing campaigns and content to increase subscribers and sell one-time collection boxes

• Design and devise ad campaigns on Google and Meta to expand the audience

• Work with influencers and press to share unboxing and subscription experience

• Brief senior designer on display ads for partnership websites and event programs