Oprah Winfrey first launched Oprah’s Book Club on Sept. 16, 1996, 10 years into “The Oprah Winfrey Show,” one of the highest-rated daytime talk shows in television history. The effect on book sales was immediate and impressive. In 2019 Apple announced that Winfrey would bring “Oprah’s Book Club” to Apple TV+

To celebrate this partnership we were tasked with bringing “Oprah’s Book Club” to Instagram, with the intent to make OBC relevant to a younger social first audience.

It quickly became clear that the objective was about much more than the book itself. It’s about collective dialogues between Oprah, the author and the audience, to empower readers to join in the conversation, discover and celebrate their own experience whilst reading the book.

We created an identity that visually punched the feed and played in to social trends. Bringing OBC into a more contemporary social sphere.

The system is composed of earthy tones to reflect that of a worldly bookshop, treated UGC pictures, playful illustrations (based on the audience reading ritual submissions), typographic quotes & questions for the audience to respond within the comments, along with occasional Oprah reading memes. All of which played into the existing rules of successful social posts, making it accessible for the audience to participate and share the content.