Collective Goods

Originally a pop-up book fair for teachers, Books Are Fun now puts on 300,000 pop-up events annually across the country. With internal and external confusion around their philanthropy and the changing retail environment, the company needed a new name and brand to reflect who they are and where they’re going. We conducted and synthesized surveys of their rep force and home office staff, focus groups with current customers, and a competitive landscape review to inform the brand positioning. The new name, Collective Goods, and the brand were inspired by their commitment to embed value and cause in the DNA of the company.

Firm: Minelli