Borders

OBJECTIVE This rebranding project aimed to identify the essence of the Borders brand and distill it. The objective then was to catapult the brand into an entirely new category while remaining true to its core essence. 目标： 这个品牌重塑设计的目的是提取和确认Borders品牌的核心价值，再更一步将品牌推向一个全新的类别范围，同时保持其核心本质。

APPROACH The objective is to build the brand into an entirely new category while remaining true to its core essence. Borders was a publicly held book chain that revolved around forming a community of people and providing them with knowledge and entertainment. After conducting extensive research on bookstores around the world and how this business looks like in the tech-driven future, I came up with a new plan for Borders based on their core objective. Instead of just being a bookstore, the new Borders would aim to be a brand that fosters a communal feeling and connects people to people through sharing knowledge. It would be a place for a young audience to gain knowledge from other people in their community. 方式： 我们的目标是建立一个全新的品牌类别，同时保持其核心本质。Borders过去是一家图书连锁店，在对世界各地的书店进行了广泛的研究，以及考虑这一项目如何在科技驱动的未来发展之后，我根据其核心目标提出了一个新的品牌规划。全新Borders品牌不仅仅是一家书店，它的目标是成为一个通过分享知识来培养一种共同的平台，并将人与人联系起来。这将是年轻人与他人分享获得知识的社区。

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