When Deseret Book spoke with the BYU AdLab in 2009, they were concerned about their shrinking customer base. AdLab research indicated that most consumers felt the brand was not for them because it was too "grandmotherly" (sorry grandma) and because it was associated mainly with cutesy, flowery, and even kitschy products. So I pitched a rebranding campaign to CEO Sheri Dew that, ironically, proposed to reclaim customers by making the brand great-grandmotherly (and great-grandfatherly).

Recommending a pioneer-heritage aesthetic for all marketing materials, a corresponding redesign of retail locations, and a new line of limited-edition leather-bound classics, I wanted to remind potential customers of Deseret Book's literary legacy. I argued that the brand would become more relevant by becoming more timeless.

Deseret Book ran with my recommendations, and their team continues to cultivate a beautiful a rootsy brand across all customer touchpoints.