Much of Golden Age’s new customers come from word of mouth, whether from friends introducing each other or from comic  convention attendees spreading the word. While there is nothing wrong with this approach, it isn’t optimal in a contemporary market, especially in a competitive, tech-savvy one like downtown Vancouver. Seeing as comic books and geeky interests tend to create passionate communities and fandoms, there is untapped potential in the market to create a community around the shared interests and passions of the audience, based around Golden Age Collectables.

The target audience for Golden Age Collectables is young men and women aged 18-26 with a strong interest in comic books, science fiction, fantasy, superhero movies, anime, manga and other things considered ‘geeky’. We will call them 
‘Sam’. Sam spends a lot of time thinking and talking about his or her favourite media, and might even base a piece of his or her identity on which movies/TV shows/comics he or she enjoys.  Sams tend to prefer smaller groups of friends, and gravitate towards those with the interests listed above. 

The core ideas behind the solution were familiarity and community. Because Sams often form friendships based on familiarity with movies, comics, and TV shows, so too could Golden Age build a customer relationship based on shared interests. The Logo calls back to classic comic book covers, bringing something familiar, and the advertising promotes the idea of community. All of the designs share a colourful, bold aesthetic, inspired by the bright and colourful illustrations found in comic books the world over.