Background
As part of a brand identity exercise, this project focuses on designing a unified branding system that reflects a business’s values and delivers a memorable identity.
Using ChatGPT, I enhanced the bookstore branding project by developing a target audience profile and company background. This added depth and provided an example of the kind of information a real client might share about their business.
Client Prompt:
Trailhead Books serves as a hub for readers in Lincoln, New Hampshire, providing a welcoming space that supports community, learning, and a love of books.
Target Audience:
- Long-time city residents who value tradition and community.
- Students and young professionals who want a local “third space.”
- Readers seeking a bookstore that feels personal, welcoming, and grounded.
Design Needs:
- Brand Identity: Classic serif-based logo with modern refinements, earthy color palette (deep greens, neutral accents).
- Apparel: Branded canvas totes, crewneck sweatshirts, coffee mugs.
- Logo: Typography-only logo font that fits within a wide rectangle on the front of the building.
Tone & Style:
Grounded • Welcoming • Timeless • Familiar
jottenbacher.com 