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Vision for Future



A rebranding project that aims to identify the essence of a dying or defunct brand and transforming it into a completely new direction while staying true to its soul.



Barnes and Noble operated the largest chain of bookstores in the United States revolutionizing bookselling by introducing giant, supermarket style stores. The soul of the brand was to explore and extend the world of knowledge. In order to stay relevant in an increasingly tech-driven future my mission for the new Barnes and Noble was to create a learning environment that is immersive, interactive, virtual and highly personalized. The new mark symbolizes an inviting learning space where embodiment is secondary to information access. The new brand, products, and services prepares the next generation to actively engage with our future world.

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