Penny Dreadful

Licensing Style Guide | Creative Asset Collection | Product Vision

For Showtime’s Penny Dreadful, StyleWorks developed a licensing style guide filled with merchandising design assets, patterns, and composed designs based on the hit TV series’ most popular characters. The guide formed the foundation of a successful line of licensed products at major retailers like Hot Topic.

Penny Dreadful Design 1
Penny Dreadful Design 2
Penny Dreadful Design 3
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Penny Dreadful Design 6

Design Assets for Merchandising

With apparel and accessories in mind, we created a multitude of graphic elements for our style guide. Our merchandising design assets drew on Victorian motifs as well as modern interpretations of Gothic themes. We pulled imagery directly from the series and paired it with photo treatments and etching illustrations.

Penny Dreadful Guide 1
Penny Dreadful Guide 2
Penny Dreadful Guide 3
Penny Dreadful Guide 4
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Penny Dreadful Merchandising Style Guide Design Inspiration
Penny Dreadful Merchandising Style Guide High Contrast Imagery
Penny Dreadful Merchandising Style Guide Extending the Artwork
Penny Dreadful Merchandising Style Guide Images
Penny Dreadful Merchandising Style Guide Graphic Elements
Penny Dreadful Merchandising Style Guide Frames
Penny Dreadful Merchandising Style Guide Backgrounds

Character Art

Working with high-resolution photos of the cast, we were able to enhance our composed designs for maximum impact. We even vectorized the images for applications that called for reproducing the designs on a massive scale.

Our designs can be found on a number of t-shirts and other fashion products sold at Hot Topic.

Penny Dreadful Merchandising Style Guide Character Art A
Penny Dreadful Merchandising Style Guide Character Art B

Gothic Book Style

In keeping with the themes of the series, we took the extra step of presenting our style guide as though it were a book published in the 19th century — Gothic flourishes and all.

Other projects for popular TV series include our licensing style guides for Star Trek: Discovery and Star Trek: Picard.