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Deseret Book

SCOPE

Logo redesign, interior signage, indoor signage, uniforms, hand lettering, catalog design concepts, retail bags, corporate styleguide, concepting & art direction of how the brand would manifest itself through colors, materials & shopping experience.

ABOUT

After commissioning a research and brand strategy team, Deseret Book implemented a new identity for its retail stores. The new "experiential" design and brand positioning was meant to engage younger generations while keeping existing customers.

VISUAL VIOLATION 06: FAILURE TO CUSTOMIZE

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