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The Building Brands on Purpose Workbook

It all starts with knowing yourself and understanding your competitors. Baker & Taylor had a clear strategic direction and understood who they were. They just didn't have a congruous visual identity.

Baker & Taylor was in the process of making large investments in future technology to maintain their leadership. The brand needed to be aligned with  strategic direction and the demands of the market. 

For Baker & Taylor, the creative direction was a blend of an efficient delivery with a rich 200 year history. Also, the identity needed to include five key divisions into one family look.