Rebrand, UX/UI
BookPeople is one of the largest independent bookstores in Austin, Texas since 1970. Their brand, however, is beginning to feel outdated, the store and online shopping experience lacks in comparison to its competitors, and can potentially lose customers because of it. This rebrand is an approach to freshen up its brand with a timeless look, target a younger audience, and provide a good shopping experience both in-person and online to establish its credibility to potentially bring in new customers.

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The main approach of my research was analyzing every detail of the store and their audience. Based on the observations, the main components that encompass BookPeople are the store environment, events held, social media, and their big community following. This then led to analyzing their current brand touchpoints and deciding which of those could improve to provide a better experience for their customers—ultimately improving BookPeople as a whole.

Mood Board

The mood board for this rebrand was mainly inspired by type specimens and editorial book grids. BookPeople collects a variety of genres, so it was important to establish a brand that pairs nicely with any product ultimately providing a clean contrast between traditional and modern.

Competitive Brand Analysis

Part of my research included doing a research on BookPeople's main competitors and figuring out their target audience, unique selling point, strengths, brand positioning, and strategies across all consumer touchpoints. BookPeople's main competitors include Barnes and Nobles, Half Price Books, Books-A-Million, and Amazon. Other popular independent bookstores considered were Strand bookstore, Powell's bookstore, Book Soup, Housing Works, and BookCulture.

Logo Redesign

Explored a variety of fonts with different styles and selected a simplified, modern take on BookPeople's original logo using typeface Lora.

Primary Typeface

Designed by Cyreal, Lora is a contemporary serif that encompasses the mood of a modern-day story. Lora is mainly used for headlines and body copy.

Secondary Typeface

Designed by Julieta Ulanocksy, the Montserrat typeface was inspired by the emerging urban typography found around the neighborhood in Buenos Aires which felt fitting to BookPeople's community aspect. The Montserrat family provides a range of styles, from thin to black, and it is used for most of BookPeople's content except headlines and body copy.

Stationary System

Inspired by a mix of traditional typefaces and modern grids, BookPeople's stationary system is stripped down to its bare minimum, enhancing the new mark and color scheme. This neutral color scheme rejuvenates BookPeople's brand to fit its audience. From elite authors visiting the store for book signings to young college students using the space, this attracts and compliments all audiences and products found in-store and online.

In-Store Signage

Provided an updated look of their in-store signage found on top of bookshelves and table countertops.

Staff Selections

A new sleek design for staff, community, and kids to recommend a book to new and frequent visitors.


Designed a more enjoyable user-experience for all ages. The homepage was designed to highlight aspects of what differentiates BookPeople from any other bookstore retailer.

Launching the App

Designed the app icon using a stacked version of BookPeople's logo. As the page loads, the user is greeted with a quote of the day, and then given straight access into the app.

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Store Section

Part of the challenge of designing an app for BookPeople is making sure it provides the same experience as the newly redesign website. The store highlights the same sections as the website home page beginning with a slider with promotions, what new books are in that week, staff picks, coming soon, and the ability to browse through categories.

Bookshelf, Community, Search Sections

This app also gives access to books customers have bought through BookPeople both e-books and audiobooks. There's a slider to indicate how far along the book they currently are. This makes it easier for them to keep everything in one place while still supporting an independent company. Community showcases all the upcoming events and allows them to read about it and add it to their calendar. Lastly, search allows them to look for a specific book or simply see what's currently being searched.

Checkout Flow

Once a customer has added books into their shopping bag, it prompts them to create an account or sign-in if they haven't already, and asks their shipping address, billing information, shipping option, and a last review screen in case they'd like to make any changes. There is also a step indicator on the top-right to show customers how far along the checkout process they currently are in.

Apple Watch Opportunities

This would provide an opportunity for customers to complete common tasks done in the app straight to their wrists. These include notifications with the quote of the day, viewing new arrivals, and listening to their e-books.