Brand Identity
Spring 2021
Student Project at ArtCenter College of Design
Special thanks:
Monica Schlaug, Jack Moore
Photos from Online
Aweigh is a hypothetical start-up based on my own interest and concern. We are an indie publisher and chain bookstore, the exile and migrant literature experts, who provide meaningful reading and connecting experiences and help heal political depression and cultural alienation.
View the Process Book to see the background, research, strategy and brand guideline.
︎︎︎ Publications
We are the exile and migrant literature experts. We publish everything worth to read about exile and migration. From poetry, prose, history to art, from fiction to non-fiction, from ancient times to contemporary literature... We have everything about this special genre.
︎︎︎Our first book series: Poetry of Exile
︎︎︎ Posters
︎︎︎ Brand Posters
︎︎︎ Book Posters
︎︎︎ Book Truck
We send the booktrucks to parks, universities, commercial squares, book and art fairs and so on. It carries our messages on their bodies and reach out to our audience who need us.
You can get to know our brand by stopping by our booktruck. Our publications and recommendations are available. The place where the booktruck will go be be announced on our social media and in our podcasts in advance.
︎︎︎ Bookstore
We have stores in different cities in different countries. They are not on the busiest streets. We want our stores to make people feel calm and safe.
︎︎︎ Bookstore Interior
︎︎︎ In-Store Purchasing
We have blank bags where customers can leave their messages for other customers to use. In this way, they can exchange their favorite lines or their feelings and encouragement.
︎︎︎ Pencil Suite
︎︎︎ Postcards
︎︎︎Bookmarks
︎︎︎ Membership Kit
We have special membersip kits for our members to purchase every year. There are two versions of 2021 membership kit–– shadow ver. and space ver. Shadow ver. is more focused on the healing of political depression while space ver. is on the solutions of cultural alienation.
In the kit: A handwritten letter and your personailized booklist according to the information collected from the registration questionaire. | Pins with which our members can recognize each other. | Chosen new Aweigh publications. | A zine of ollected stories from our members. | A Penpal kit with a list of selected penpals whose backgrounds or interests match with you. |Random postcards. | Bookmark suite.
︎︎︎ App
︎︎︎ Social Media
Chapter 1
People were depressed. Problems ..........6 Research ..........8
User personas ..........12
Chapter 2
We need literature.
Insights ..........20
Competitors ..........24
Name study ..........31
Chapter 3
We are Aweigh.
Who we are ..........34
Brand guideline ..........36
Launching ideas ..........48