As a family-owned business, 10ASEE is more than just a bookstore – it's a gathering place for book lovers to connect with each other, engage with authors, and discover new worlds. The staff is passionate about fostering a love of reading and literature in the community, often hosting author readings, book clubs, and other events that bring readers together.
10ASEE Bookstore is embarking on a bold brand transformation to modernize its identity and connect with today's readers. They would like to update their visual identity and create a mobile app that will allow shoppers to browse their store with a distinct identity.
After reviewing the goals that 10ASEE had in mind, I came to them with a concept that involved bold graphic visuals that would lend themselves to animation and more eye catching designs in a very traditional market. The idea was targeted to gain more attraction from younger customers who were no longer visiting the shop. The mobile app visual direction was focused on distinct and memorable icons for the genres of books and ease of navigation to remove any potential pain points.
I decided on a blue color scheme that would invoke a calm feeling while inviting loyalty and the sense of reliability. Creating custom-designed symbols and icons are used to distinguish between different sections of the store, such as a bookmark icon for recommendations, a reading symbol for events, and a book club icon for community activities make the app easier to navigate and clear to the use where to go for both shopping and community events that happen at the location. I also provided other collateral including signage and branded items to sell and promote the refresh.
After launching with the new branding the store received 45% more foot traffic, a boost in sales by 34% within the first 4 months. The conversion rate to the app from their email list was 68% and the number of users grew as the foot traffic increased. They were thrilled with the results and new look and felt that the bookstore had a new life.
