research & strategy
A successful national pop-up retail business with a strong commitment to social responsibility, Books Are Fun had expanded business to the point where its name and logo no longer represented the scope of products, events offered, and philanthropic mission. They recognized the disconnect as an opportunity to reinvent the business as a leading fourth-sector company.
In 2016, Books Are Fun, unveiled a new name and brand—Collective Goods, focused on providing exciting retail pop-up fairs that give a percentage of sales to local causes. Value & cause is woven throughout the new brand in image, name, and message and provides a powerful tool for the company to celebrate their commitment to high-quality products, excellent customer service, and supporting local causes.