PROCess
BOOK
Audience Discovery
Adults/ young adults
Predominantly male, significant female readership
Fans of science fiction satire and dark humor
Philosophy and existential questions
Counterculture and anti-establishment readers
Readers interested in social critique
Income- middle class
Western countries- US, Canada, Europe
Appreciates dark humor, satire, and critiques modern society
Lean toward minimalism/ alternative lifestyle due to questioning of materialism and consumerism
CUSTOMER PERSONA
Maya Rosenthal
Goals & Motivations
Reconnect with classic literature through a modern lens
Build a personal collection that reflects both intellectual depth and design sensibility
Seeks authors who are darkly funny, critical of society, but with heart, Vonnegut hits that sweet spot
Enjoys discovering edgy reissues and fresh takes on iconic titles
Reading Habits
Alternates between fiction and philosophy
Loves browsing small bookstores and display tables
Collects specific authors in physical form, even if she’s read them digitally before
Frequently posts reading lists or shelfies on Instagram and TikTok
Demographics
Age: 24
Occupation: Graduate student in literature and media studies
Location: Brooklyn, NY
Education: BA in English, currently pursuing an MFA
Income: Modest; budget-conscious but willing to spend on meaningful books or design
Aesthetic Preferences
Drawn to geometric, minimalist designs
Likes covers that are smart and symbolic, not literal
Appreciates when a book feels like a design object, not just a read
Fan of brands like Penguin Modern Classics, The New Yorker, and indie presses like McSweeney’s
Why the Covers Speak to Her:
Modern, geometric minimalism gives Vonnegut’s satire a sharp, clean visual language
Distills his chaotic humor and dystopian clarity into symbolic, thoughtful compositions
Balances familiarity (classic Penguin format) with fresh interpretation, showing respect and innovation
Gives her a reason to re-buy or gift books she already knows—because these look like a reintroduction
ROUGH SKETCHES
Font Exploration
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