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Discussions book series design and publishing

Context

Adrian Wallwork is an experienced English teacher with over 15 years of expertise in academic and scientific English for PhD students, primarily in Italy but with learners from more than 40 countries. He has taught and presented at universities and conferences in China, France, Germany, Italy, Poland, Spain, Switzerland, and the UK.
He is the principal author of the English for Academic Research series published by Springer, and has also written English language courses for Oxford University Press, Cambridge University Press, BBC, BEP, Scholastic, as well as manuals for De Agostini, Rizzoli, and Vallardi.

In 2018, Adrian approached me to design and publish a 10-book series to support TEFL (Teaching English as a Foreign Language) teachers, using Amazon KDP (Kindle Direct Publishing) to distribute the books worldwide in both print and digital formats.

A tin can labeled "Discussions" with text listing allergy info, age suitability, preparation timing, and nutrition and health benefits for English language learners.
Discussions Volume 1 tin can

Challenge

Adrian had a clear vision for the book series, with content for five books already prepared and the remaining titles scheduled for release the following year. My responsibilities included:

  • Converting raw content into print-ready paperbacks and Kindle eBooks.
  • Designing the covers and interior layouts for all titles.
  • Publishing the books via Amazon KDP in five markets: USA, UK, Japan, Italy, and Spain.
  • Designing and launching a dedicated website to promote the series and host additional resources for teachers.
Screenshot of the TEFL Discussions website showcasing resource books for ESL/EFL lessons, featuring various discussion volumes and options.
TEFL Discussions website homepage with open top menu

A major challenge was mastering the technical requirements of Amazon KDP, including formatting for both print and digital editions and ensuring cover designs met platform specifications.

Process

  1. Discovery & Art Direction – Initial discussions with Adrian to define the creative direction, formatting standards, and visual style.
  2. Research & Benchmarking – Analysis of similar TEFL publications to identify design opportunities and differentiation.
  3. Design & Formatting – Development of a cohesive visual identity for the series, including:
    • Color palettes and typography choices
    • Cover design and layout consistency
    • Paperback and Kindle formatting standards
  4. Publishing & Distribution – Upload and configuration of each title on Amazon KDP, ensuring proper availability across target markets.
  5. Website Development – Design and customization of tefldiscussions.com using the Hestia WordPress theme, including resources, previews, and promotional content. I also managed the site for several years before transferring administration.
Color palette for the Discussions series, featuring ten cans labeled by volume and theme, each in distinct colors and hex codes.
Discussions series color palette
Graphic for "Discussion Days 1-366" book cover, highlighting short answers to key questions on religion and political topics.
Discussion Days 1-366 book cover
Text excerpt from a teacher's introduction discussing the structure and purpose of a teaching resource book for language exercises.
Teacher’s introduction
Screenshot of the Kindle Direct Publishing dashboard displaying a list of books by Adrian Wallwork, including details on formats and pricing.
Amazon Kindle Direct Publishing dashboard
Amazon product page for "Discussions Volume 1," a book for ESL courses. Features book cover, purchase options, and a detailed description of contents.
Amazon page for Discussions Volume 1
Webpage for a book titled 'Discussions, Volume 1' by Adrian Wallwork & Liz Hoeppner. Features a liquid background and book cover, with links to related topics, book details, and purchase options. The design uses yellow and white tones, conveying a fresh and informative tone
Discussions Volume 1 webpage on tefldiscussion.com

Results

A stack of books titled "DISCUSSIONS" lies next to a can with a similar label. Both feature resource material for ESL/EFL courses by Adrian Wallwork.
Some of the Discussions book of the series
Top part of the Topics page of "Discussions Vol. 3" by Adrian Wallwork & Matthew Fletcher. Lists topics: Affairs, Bastards, Conspiracy, Dating, Genes, Humour, Identity, Justice. Icons indicate if a topic is potentially controversial or has a key.
Section of the Topics page
A list of ethical dilemmas presented in text format, inviting reflection on moral decision-making across various scenarios.
Sample page
Discussions SamplesDownload
Series on Amazon
Discussions Volume 1ESITJPUKUSA
Discussions Volume 2ESITJPUKUSA
Discussions Volume 3ESITJPUKUSA
Discussions You’ve Never HadESITJPUKUSA
Discussions One-to-oneESITJPUKUSA
Teacher’s BookESITJPUKUSA
Amazon page displaying books by Adrian Wallwork, featuring titles on ESL/EFL courses, with covers of discussion guides in vibrant colors.
Adrian’s Discussions books on Amazon
Website credits for TEFL Discussions, detailing contributors in graphics, copywriting, and design. Features an orange can graphic.
TEFL Discussions website credits
Teacher’s BookDownload
Collection of TEFL discussion resources displayed on a website, featuring various book covers and a free download option.
TEFL Discussions website homepage for desktop

All books were successfully published on schedule in both paperback and Kindle formats.
The website launched on time, effectively promoting the first titles and building anticipation for upcoming releases. Additional resources, free teaching materials, and reviews were integrated into the site, increasing its value for educators.
The series was well received within the TEFL community, gaining recognition as a reference resource for teachers.

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