For Easton Press, the allure isn’t just in their leather-bound covers—it’s in the stories they carry. Two design students from Southern Methodist University, copywriters Will McKinnie and Nicole Zimmer transformed this timeless craftsmanship into a narrative experience, showing that design and story are inseparable. Through experimentation, humor, and a reverence for tradition, they crafted a campaign that celebrates both the tactile beauty of the book and the lasting resonance of the tales inside, proving that even the most familiar forms can feel new again.

Written By Nicole Zimmer and Will McKinnie

The Project
There’s nothing like the smell of a leather-bound book. Easton Press already had beauty in spades. It’s the kind of beauty that makes you want to pick up a book just to feel the weight of it in your hands. Their editions are bound in leather, stamped in gold, and crafted to last generations. But for us, the question was: how do you create a campaign for something that already feels like art?

We didn’t want to stop at celebrating the covers. After all, a book is more than an object; it’s a vessel for story. Our goal was to show that the artistry on the outside could be as inspiring as the legends within.

The Process
At first, we tried everything. We wrote copy in faux Old English (“Thou shouldst not deem a book by its hylst”). We got lost in metaphors about judging covers and stories. We spun our wheels until, finally, the breakthrough came: the real magic of a book isn’t just in its design or its prestige. It’s in how the story inside resonates with you.

That realization unlocked the campaign. By tying the beauty of the narrative to the craft of the design, we created a cohesive message that elevated both: the outside and the inside, form and content, artifact and story.

The Impact
The work struck a chord. Our professors and peers felt it, and eventually, so did Graphis, awarding us Platinum. We still feel so incredibly honored that something born out of laughter over Old English copy turned into something so recognized. And while the shiny award looks good next to our names, the bigger win was proving to ourselves that ideas don’t have to be overcomplicated to be powerful.

The Creative Journey
This project pushed us to balance reverence with originality. It wasn’t just about designing for a brand steeped in tradition; it was about finding a fresh way to honor it.

Along the way, we leaned on each other’s perspectives, challenged each other’s instincts, and learned that the best ideas often come after the worst ones. In the end, what we took away wasn’t just an award. It was the confidence that even the most familiar stories can feel new again, if you look at them from the right angle and maybe, if you’re willing to laugh at your own bad Old English along the way.

About the Students

Will McKinnie

He is a copywriter and recent graduate of SMU’s Temerlin Advertising Institute, where he earned recognition from Graphis with multiple award-winning campaigns. Pursuing a goal of creating work that his mom won’t complain about when she sees it during commercial breaks, Will has developed work ranging from luxury book advertising to experiential brand activations. He thrives on collaboration, sharp concepts, and a healthy dose of humor, always aiming to create campaigns that resonate deeply and leave a lasting impression.

Social: Website, LinkedIn, Instagram

Nicole Zimmer

She recently graduated from Southern Methodist University’s Temerlin School of Advertising, where I discovered that advertising isn’t just about selling; it’s about inspiring people to make positive change. For me, the best way to spark that inspiration is by capturing attention with a beautiful, thoughtful visual. During college, I developed a passion for concepting, design, illustration, and branding, always looking for ways to bring beauty to unexpected places, whether in my work or the world around me. Along the way, I was honored to receive several awards from Graphis (including a Platinum), recognition in international advertising competitions, and accolades at the DSVC National Student Show.

Social: Website, LinkedIn, Instagram