BRANDING SYSTEMS DESIGN — Laiana Isabel Design

Overview 🔎

BORDERS began as a small used bookstore founded by two brothers. A simple idea quickly grew into something larger and took the world by storm. As time went on, the world changed but people still remember the sense of comfort and connection they got when they were in BORDERS.

For BORDERS, it became time to move past books into a brand that is focused on community building, connection, and information access. We aim to become the bridges between BORDERS.

Problem

BORDERS went bankrupt in 2011 after leaning into a business model that centered around print media and physical retail spaces. The brand lost its relevance.

Solution 🤝

Reposition BORDERS and create a rebranding system that places the brand as a leader in connection, learning, and collaboration.

Goals: • Rebrand BORDERS • Create design solutions that are rooted in research and historical relevance • Root the design solutions in place by considering the audience and the points of interaction they will have with the brand.

Results 🎁

In the end, the project resulted in 3 books that collectively show the process from beginning to end: from research and ideation to process sketches, and finally, to the full brand standards guide. Takeaways 📣