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Revitalizing a book subscription

How do you make a 90-year-old brand feel new again? For decades, Book of the Month has selected new and noteworthy reads to share with their members at a special discounted price. As the in-house Head of Brand Voice, I worked on re-positioning the brand to appeal to a younger, majority-female demographic with a contemporary voice and message. Research indicated that our audience mainly read commercial fiction as a source of pleasure and escape. Our goal was to create a brand that felt smart and approachable at the same time. I wrote their new brand tagline, "Bound to delight," and worked on all marketing copy across channels, including website, print, packaging, and of course, swag.

Project Roles
Copywriter, Strategist
Company
Book of the Month
Skills
Brand Strategy, Copywriting
Media
Advertising, Mobile Apps, Packaging, Websites
Project Industries
Entertainment, Media, Startups
Revitalizing a book subscription
Revitalizing a book subscription
Revitalizing a book subscription
Revitalizing a book subscription
Revitalizing a book subscription
Revitalizing a book subscription