To create a unique set of corporate identity elements for Full Circle Bookstore (using their existing logo) with a single-minded proposition: Full Circle Bookstore has 1 of the largest, most comprehensive collections of books in practically all genres.

To convey that true book lovers everywhere could find just about any book, all under 1 roof.

To communicate their unique character, passion and understanding for books in a way that no other bookstore has done so far.

All this, in an inventive, yet economical way.

Tapping into our own love for books - the joy in the printed word, the crackle of the pages, things every book lover delighted in; the creative proposition we arrived at was ‘Find Your Book’. We took 1 paragraph from popular books in every genre, capturing the book's essence and used it on the corporate ID.

The visual typography was treated in a style fitting the genre - challenging the reader to identify the book, before revealing the title.The paper, common in book printing, came from the client's own publishing supply and everything was printed in-house, helping them save money.

People started regarding Full Circle bookstore as a place where they truly belong.

Book lovers started pouring in great numbers.

Avid readers started requesting rare books that were not available at other bookstores.

And sales went up by 35%.

All this, in a matter of just 6 short months.