The Rebrand
Problem: How do we take an existing business and elevate their brand, web presence, and social media that has become outdated. River's End Bookstore is a small independently owned bookstore in Oswego, NY, they face steep competition for large chains like Barnes & Noble.
My Solution: Use River's End Bookstore's relationship with the local community to emphasize their strengths that set them apart from bigger chains. Their friendly readily available staff makes their customers feel at home along with their community events and involvement. By highlighting these things on their social media and website they can potentially gain new customers from the nearby SUNY school and seasonal visitors.
This rebranding project is part of the Branding & Identity class (VCD 732) at Rochester Institute of Technology. This project is academic and the business "the river's end bookstore" retains all rights to their business and brand. The goal is to give a per-existing business a fresh look along with a website and social media redesign.
Photos of store taken by me; photos used in the website and of the employees acquired form "the river's end bookstore" website
Logo created in Adobe Illustrator; Website created in Adobe XD; Social media post built in Adobe Illustrator, mockups built in Figma; Website animation created in Adobe After Effects. Product mockups edited in Adobe Photoshop; Bookmark mockup created in Maxon Cinema 4D
Original Word Mark
The original word mark is lacking personality or that special something seen in their competitors' logos/word marks
New Word Mark/Logo
Original Website
There is no style, hard to navigate, and no hierarchy; book covers are too small
Competitors' Websites
Easy to order online and find what you are looking for, organized and branded
Book covers are displayed front and center and organized; brands are clearly identifiable and styled consistently
Website Redesign
Staff picks featured
Gallery on landing page lets people know of events and special offers
To help customers easily find what they are looking for special categories are displayed on the website
In order to have an edge over Barnes & Noble website there is a chat option where customers can speak with employees from the store to help them find the exact book they are looking for
Promote the exclusive deal and signed copies offered
Original Social Media
Too much stock marketing; lacking pictures of people; inconsistent styling
Competitors' Social Media
Utilizes photos of people; photographs of the store and books; uses branding consistent with their website
Social Media Redesign
Introduced the addition of photos of people; highlighted their staff, events, and promotions; emphasized books available in store
Original Newsletter Cover
Newsletter Cover Redesign
Additional Marketing Materials
Poster to be displayed in the store and around town
Post Cards to be sent to customers
Labels for book shelf sections
Card for staff pick to be displayed on the book shelves
Process
Inspiration was gained from the local lighthouse on Ontario Lake, right down the street from River's End Bookstore. These are actual photos of the lighthouse and they really showcase the charm of the port city. Along with that I looked at how other logos were designed featuring a lighthouse. Eventually the word mark evolved into using a typeface the embodied the classic nautical essence and history of Oswego.
