Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Consumer Goods and Services, Institutions/Non-Profits, Toys/Games/Hobbies, Non-Profit, Retail, Consumer Goods, Imagine Nation, Fairs, Fund Raising, Schools, Hospitals

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

A national retail company, Collective Goods creates exciting pop-up fairs at schools, hospitals and corporate sites nationwide. Unlike other retailers, they are distinguished by a strong commitment to social responsibility, donating a portion of sales to local non-profits. To capitalize on this difference and their commitment to corporate social responsibility, company leaders wanted a brand that communicated their social commitment in image, message and culture.


In addition to an outdated identity and name – Books Are Fun – the retail industry had changed considerably in the 25 years since the company was founded. As younger demographics gained buying-power and consumer preferences evolved, sales representatives struggled to articulate the company’s philanthropic mission. Working with company leaders, we saw an opportunity to build a brand that would inspire staff, strengthen company culture, engage consumers and adapt to industry changes.


Through extensive primary research that included focus groups, online surveys, and visits to corporate fairs, we learned that Collective Good’s true differentiator was their two-fold commitment to providing affordable products and helping local non-profits. This was expressed through the phrase “value + cause” and is reinforced in the brand’s new logo, a two-tone symbol with the C wrapped around the G. With a new name (both for themselves, and their parent company, Imagine Nation) and a refreshed visual and verbal toolkit, the brand resonates with younger demographics and communicates authenticity and social consciousness. To bring the brand to the growing world of online shoppers and attract new sales representatives, we reimagined and designed a new website.


The new brand helps corporate leaders and sales representatives better communicate the unique mission and build emotional connections with diverse shoppers. Corporate sales have steadily increased since the new brand launch and the company is attracting significantly more new sale representatives and non-profit partners.


Client: Collective Goods – www.collectivegoods.com

President: Ben Kaplan
Senior Vice President, Marketing: Tate Behning
Director of Operations: Justin Vigmostad

Brand Strategists/Designers: Minelli Inc – www.minelli.com

Creative Director: Mark Minelli
Designer and Strategist: Becca Mayfield
Designer: William Bruno
Junior Designer: Rebekah Leiva
Junior Designer: Sebastian Kineke

Naming Agency: Eat My Words – www.eatmywords.com