Agency Insights at Storytime 1/3: The magical worlds of Julia Donaldson and Axel Scheffler
“… whatever success I have had has been through writing what I know about,”
said Ernest Hemingway, celebrating real-life experience as the best source material for a writer. As the father of a two-year-old toddler, I am currently immersed in the world of children's literature. So I will write about what I know, right now. Here goes nothing…
I have to admit, I used to be somewhat snobby about children’s literature. But everything changed when my son George arrived in 2022.
It was then, as I read Old MacDonald for the 10 millionth time to help him drift off to sleep, that I began to wonder about the new horizons of the genre.
Where would our shared reading journey take us?
Was there anything new we could read together?
How many rounds of inane nursery rhymes could my brain endure before turning to mush?
And would there be enough brain left to keep Mammoth running?
At that moment, Julia Donaldson’s books arrived as a saviour – an oasis in the desert – the turning point which opened up a world of wonder. The Gruffalo, Room on the Broom, Tabby McTat. Yes – an emphatic yes – children’s literature could inspire creative ideas! Next, the animated magic and universal, timeless humour of Aardman’s Shaun the Sheep and the Nick Cope Popcast (produced by the great Glynn Hayward!). But we’ll save those for the next two instalments of this series…
In summary, I thought children’s literature and TV had very little to offer, and absolutely nothing valuable to teach me about my work at Mammoth.
How wrong I was…
“The problem with logic is it kills off magic.”
Rory Sutherland captures something essential about creativity. Some of the most inspiring ideas come from a place beyond logic – where imagination runs wild, where nonsense reigns, and where the surreal finds its home. It’s in these illogical spaces that true creative magic often takes shape, much like the worlds of Julia Donaldson and Axel Scheffler.
In Donaldson’s stories, we’re swept into landscapes that defy reason, like a deep, dark wood where a mouse outsmarts a terrifying Gruffalo, or a dragon named Zog who can barely fly but somehow ends up saving the day. These tales aren’t just whimsical; they’re surreal and unexpected, which is precisely what makes them so powerful. They invite us to let go of logic and embrace the idea that anything is possible – an invitation that’s particularly valuable in the world of creative work.
This sense of surrealism is something we tapped into when we worked on the logo for Stepping Out with Carers. Stewart and I were both already immersed in the world of children’s literature, and naturally we found ourselves drawn to something playful and full of life. The concept of “stepping out” struck a chord, and that led to the dangling legs in the logo – a nod to the joyful absurdity of Mr. Tickle from Mr. Men. It’s a simple, quirky detail, but it perfectly captured the spirit of inclusion that Stepping Out embodies.
Then there’s the brilliant Axel Scheffler, whose illustrations embrace the same kind of boundless imagination. Scheffler turns something as basic as a wooden stick into an evocative character – the courageous father on an epic, Odyssean journey back to the family home. The vibrant colours and vivid characters bring Donaldson’s narratives to life in a mesmerising way. This ideal marriage of text and visuals is something that inspires us in our creative collaborations as copywriters and graphic designers at the Mammoth studio.
Stewart’s daughter, Edie, has taken her love for Stick Man to a whole new level. Now, when we’re out and about, she collects sticks and proudly refers to them as “Stickman.” The surreal character has transcended the pages of the book into reality, inspiring play, creativity, and connection to the world around us.
It’s surrealism at its most powerful, reminding us that visuals don’t need to obey reality to be effective. They just need to resonate, to spark that sense of wonder, and to leave a lasting impression. In a world of Gruffalos, talking animals, and friendly dragons, everything feels so human. An antidote to the increasingly mechanical, AI-dominated world of content we consume daily, where everything starts to read like ChatGPT.
At Mammoth, we are striving to capture that human touch for a key branding project we’re currently working on. To unburden ourselves from logical reasoning, and to create something magical that resonates.
So come on George, let’s read another Julia Donaldson book!
Conclusion: Lessons Learned at Bedtime
If there’s one thing I’ve learned from reading children’s books, it’s that the fundamentals of storytelling are timeless, whether you’re crafting a story for toddlers or creating a brand strategy for an international business. Keep it simple. Make it visual. Tell a story that’s memorable, meaningful, and uniquely yours.
And keep it human. Even if it has purple prickles all over its back…
