[ OBJECTIVE ]

Find a "dead" brand. Based on its business and service, bring it new life. Explain the new ideas and statements, create a new logo, and show the new extensions. Come out with a brand guideline book and a website.

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[ APPROACH ]

I chose the rebranding Borders Group as my project. It was the second biggest international book and music retailer in the USA, but it was defunct in 2011. I collected information from many alive bookstores and some new reading styles, came out with a way to revive Borders Group. The new Borders group wants to be a seeker and helper to spread and share knowledge by providing multiple connections between customers and reading. I wanted to focus on enhancing customer’s reading experience