The first aspect of this project involved developing a brand strategy for this new addition to ARK's 60+ bookstores. We determined that a new "Sub-brand" needed to be developed in order to build on and not dilute ARK's strong and loyal customer base. Working within the existing brand guidelines we developed a new identity for the "Pocket book" concept store. We then developed all the information and merchandising tools used in the shops. A unique "Top 10" display was developed to put an extra emphasis on the most popular books. We continue to work with ARK to build on this successful concept.