This rebranding project aimed to identify the essence of the Borders brand and distill it. The objective then was to catapult the brand into an entirely new category while remaining true to its core essence.
The objective is to build the brand into an entirely new category while remaining true to its core essence. Borders was a publicly held book chain that revolved around forming a community of people and providing them with knowledge and entertainment. After conducting extensive research on bookstores around the world and how this business looks like in the tech-driven future, I came up with a new plan for Borders based on their core objective. Instead of just being a bookstore, the new Borders would aim to be a brand that fosters a communal feeling and connects people to people through sharing knowledge. It would be a place for a young audience to gain knowledge from other people in their community.