ALMA KIRANA AMARANGGANA
BRANDING AND VISUAL IDENTITY

10,000 Words:
Empowering Gen Z to Achieve Reading Mastery
Brand and Visual Strategy (2023)

How can we motivate Generation Z to cultivate and maintain a consistent reading habit?

01

Background
Generation Z, often characterized by their digital fluency, also exhibits a surprising affinity for reading. Scholastic's research highlights that 78% of 10-17-year-olds enjoy reading books, while The Reading Agency finds that 67% of 16-24-year-olds wish to read more. 

Despite their busy lives, a significant number of young people are eager to integrate more reading into their routines, motivated by the desire to reduce stress, enhance personal development, and find entertainment.


Creating a world where every young adult embraces the joy and benefits of reading daily.

02

Approach
Inspired by Malcolm Gladwell's "10,000-hour rule," this project reimagines the concept for today's youth by setting a goal of reading 10,000 words daily, approximately 20 pages. This manageable target helps Gen Z build a habit that can lead to reading 20-24 books annually. The project includes a series of merchandise designed to aid in tracking and enhancing the reading experience: a personalized yearly poster, a page-tracking ring, and a book tasting box.

Our approach is based on understanding Gen Z's lifestyle and preferences. The Reading Ring counts pages as users flip through books, the Reading Tracker poster visually monitors progress, and Book Tastings provide curated excerpts to help readers select their next book. Each component is crafted to resonate with Gen Z's desire for personalization, achievement, and variety.

03

Solution
The solution consists of three primary tools:

  • Reading Ring: A wearable device that tracks the number of pages read through hand gestures, providing a tangible sense of accomplishment and progress.

  • Reading Tracker: A 365-day poster that allows users to mark their daily reading progress. For every 10,000 pages read, they can peel off a perforated section, celebrating milestones along the way.

  • Book Tastings: A box containing excerpts from trending books, helping readers sample different genres and styles to find their next read. This fosters diversity in reading choices and keeps the experience fresh and engaging.

By leveraging these innovative tools, the 10,000 Words initiative aims to support and inspire Generation Z to read more consistently, making the journey to reading mastery both achievable and enjoyable.

Thank you to Setya Adi Bawana, Milly Iris Richards, Preksha Shah, and Shreya Tawade for the amazing collaboration.