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.