South African Book Fair



Johannesburg played host to the 2015 South African Book Fair in truly spectacular Jozi fashion. To mark the debut of Africa’s largest book fair in South Africa’s largest city for the first time, we marked the occasion by transforming the Turbine Hall in Newtown into a book lover’s paradise. Imagine 100 authors participating in more than 40 events, 44 new small publishers, seven publishers from across the continent, a dedicated Kid’s Zone, and a whole day devoted to learners, teachers and librarians. 




We evolved the original SABF identity to draw more attention to its status as South Africa’s premier books event. The colour scheme of the new logo, based on the SA national flag, was extended into a secondary palette for online and printed collateral, as well as exhibition design materials. Applied in a bold contemporary layout and illustration style it informed all elements ranging from the minimalist clarity of the wayfinding maps and signage, to the delightfully whimsical illustrations celebrating the 150th anniversary of Lewis Carroll’s Alice's Adventures in Wonderland. 




Social Media

The premise of this year’s integrated communications campaign, Discover Your Bookself, was inspired by our belief that books play an influential role in shaping people and their worldviews. For the online activations, we asked well-known South Africans to share the books that helped to shape them - tweeting their five most influential books.



#DiscoverYourBookself proved to be a viral success with 90 000 Twitter impressions in 48 hours from 90 tweets. Regular weekly electronic newsletters helped to spread the word and build excitement in the run-up to the event.





And what is the use of a book,” thought Alice, without pictures or conversation?
— Lewis Carroll, Alice's Adventures in Wonderland


The Event


Executed in partnership with A Better World Network.