BORDERS BOOK STORE

a community of PASsionate book lovers

Borders had suffered from a lack of differentiation from its big box competitor. Our goal with our re-branding campaigns was to embrace and celebrate our most loyal consumer, the passionate book lover – those who appreciate the smell of a newly pressed edition from their favorite author – those who are inspired by the simple, singular character, which forms sentences and stories which inspire. Our tactile approach to developing assets for this campaign included color dying of actual pages from books versus short cutting with digital tricks.