Creating a visual identity for a new bookstore is a great creative challenge; launching it simultaneously alongside the overarching brand for the historic building it inhabits is a massive design puzzle. When The Beloved Book Co. opened its doors inside The 130 Collective—a historic, two-story downtown building with a black facade and rugged stone interior—it brought two pre-established businesses into the shared space. I stepped in to build a dual-layered brand system from the ground up, crafting a charming identity for the bookstore while establishing a cohesive umbrella brand for the collective.
​To hit the primary adult demographic, the core brand identity leans into a modernized Art Nouveau style. However, when extending the brand into the physical footprint, I pivoted my style to match the architecture and the specific users of each space. In the hallway, I designed a dramatic bookshelf and plant mural that complements the building’s rugged, historic aesthetic. In total contrast, the children’s section required a lighter, more playful environment; there, I pitched and executed an interactive forest scavenger hunt mural—hiding classic literary characters throughout the artwork—framed by a row of smaller trees just beside the space's massive, two-story feature tree.
​Beyond the daily retail footprint, the bookstore thrives on high-traffic, themed experiences, seamlessly transitioning the brand identity into a highly scalable, event-driven presence. Because each event is built around a distinct, immersive theme, I handle the extensive event collateral, promotional assets, and environmental signage required to pilot each unique rollout. This includes design needs for major industry milestones like Independent Bookstore Day, Banned Book Week, and exclusive book launch parties, as well as specialized holiday shopping events like Christmas and Valentine's Day. The final system seamlessly unites three distinct businesses under one roof while giving the bookstore a dynamic, constantly evolving presence.