Our Work

Pencil Learns To Fly

Pencil Learns To Fly


Essendon Football Club

What we did:

Created the concept, commission the author and illustrator, editing, design, client liaison, print management

The challenge

To create a custom publication for Essendon Football Club’s literacy program, aimed at early school children, with a focus on the multi-cultural region around Essendon's new training centre at Tullamarine.

The process

SMG worked closely with the author, Jim Howes, illustrator, Melanie Matthews, and the Essendon Football Club (EFC) to produce Pencil Learns To Fly, a book that would be suitable for children aged 5 to 8, with a focus on cultural diversity, equality and, of course, footy. We were careful to always make sure that the text and illustrations met EFC’s requirements.

The outcome

Pencil Learns To Fly has a fun storyline full of kid-friendly messages, such as tolerance, embracing and celebrating diversity, acceptance and friendship, and is chock-a-block with beautiful illustrations, filling every page with life and activity. As a bonus, readers discover a fun surprise at the end of the book—that the Bombers’ mascot, Skeeta, is hidden on every page! From the front cover to the end papers, Pencil Learns To Fly exceeded expectation on all fronts.