BEHIND THE LINES

Waterstone's

Before HMV ownership, Waterstone's operated more than 200 shops all over the UK. Having absorbed Dillon's and Hatchards bookshops, they were faced with the problem of reaching a much broader customer base under the Waterstone's brand. Our task was to create window and point of sale promotions which were much more promotional in the fast-changing market.

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The strategy was to focus on a core difference with which founder Tim Waterstone embued the organisation — upholding the brand values of 'a passion for books', through knowledgeable, helpful staff rather than the 'hired hands' of the book megastores.

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We made a conscious decision to emphasise this passion with thought-provoking, witty imagery separated from the actual promotion, which was contained in a separate panel. Every month, the windows were refreshed with new material — sometimes regional, sometimes national. Always a challenge to recreate the unique Waterstone's offer, but our own passion for good design made it both distinctive and effective...

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BRANDING