Giving a neighborhood newsstand a little lift

Giving a neighborhood newsstand a little lift

Giving a neighborhood newsstand a little lift

Giving a neighborhood newsstand a little lift

For over 30 years Bulldog News has prided themselves as the place “where your neighborhood meets the world,” and it shows. With paint slowly peeling off the walls, this beloved institution needed an updated identity to preserve the tradition of print within a modern urban community.

For over 30 years Bulldog News has prided themselves as the place “where your neighborhood meets the world,” and it shows. With paint slowly peeling off the walls, this beloved institution needed an updated identity to preserve the tradition of print within a modern urban community.

For over 30 years Bulldog News has prided themselves as the place “where your neighborhood meets the world,” and it shows. With paint slowly peeling off the walls, this beloved institution needed an updated identity to preserve the tradition of print within a modern urban community.

EVALUATION

EVALUATION

EVALUATION

It’s a newsstand, a coffee shop, a gathering space, a printer, and a poster giveaway?!? With so much going on in one place, we first needed to define who they are and who they serve in order to find the opportunities we could take advantage of.

It’s a newsstand, a coffee shop, a gathering space, a printer, and a poster giveaway?!? With so much going on in one place, we first needed to define who they are and who they serve in order to find the opportunities we could take advantage of.

It’s a newsstand, a coffee shop, a gathering space, a printer, and a poster giveaway?!? With so much going on in one place, we first needed to define who they are and who they serve in order to find the opportunities we could take advantage of.

It’s a newsstand, a coffee shop, a gathering space, a printer, and a poster giveaway?!? With so much going on in one place, we first needed to define who they are and who they serve in order to find the opportunities we could take advantage of.

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Photos of Bulldog News

Bulldog News is a true neighborhood gem. The store is filled to the brim with magazines, walls are covered with posters for local events, curbside sits a charming parklet, and a communal table dedicated to social gatherings lives in the center of the store. It is clear they are dedicated to serving their community.

Bulldog News is a true neighborhood gem. The store is filled to the brim with magazines, walls are covered with posters for local events, curbside sits a charming parklet, and a communal table dedicated to social gatherings lives in the center of the store. It is clear they are dedicated to serving their community.

Bulldog-competition
Competitive analysis: Elliot Bay Book Company, University Book Store, Bulldog News, Cafe Solstice, Starbucks
Competitive analysis: Elliot Bay Book Company, University Book Store, Bulldog News, Cafe Solstice, Starbucks

Since they offer both magazines and coffee, we did a competitive analysis against local companies from both industries. We discovered that Bulldog News did not stand out, primarily due to the lack of a strong, consistent identity.

Using the information we gathered at this stage, we drafted a mission statement and brand promise to clearly define who and what Bulldog News is.

Since they offer both magazines and coffee, we did a competitive analysis against local companies from both industries. We discovered that Bulldog News did not stand out, primarily due to the lack of a strong, consistent identity.

Using the information we gathered at this stage, we drafted a mission statement and brand promise to clearly define who and what Bulldog News is.

MISSION STATEMENT
For the curious mind, Bulldog News is a newsstand and coffee shop that provides the widest range of magazines and newspapers in Seattle.

MISSION STATEMENT
For the curious mind, Bulldog News is a newsstand and coffee shop that provides the widest range of magazines and newspapers in Seattle.

BRAND PROMISE
We believe having access to the world’s information inspires and transforms our community. That’s why we’ll always strive to offer the best resources, support all points of view, and keep our doors open for you.

BRAND PROMISE
We believe having access to the world’s information inspires and transforms our community. That’s why we’ll always strive to offer the best resources, support all points of view, and keep our doors open for you.

STRATEGY

STRATEGY

Using picture and word association processes, we distilled their brand into three primary attributes: conversational, approachable, and trusted. Bulldog News is chosen because they engage with their community, encourage honest discussion, and provide a warm gathering space.

Using picture and word association processes, we distilled their brand into three primary attributes: conversational, approachable, and trusted. Bulldog News is chosen because they engage with their community, encourage honest discussion, and provide a warm gathering space.

Using picture and word association processes, we distilled their brand into three primary attributes: conversational, approachable, and trusted. Bulldog News is chosen because they engage with their community, encourage honest discussion, and provide a warm gathering space.

Using picture and word association processes, we distilled their brand into three primary attributes: conversational, approachable, and trusted. Bulldog News is chosen because they engage with their community, encourage honest discussion, and provide a warm gathering space.

Tonal Territories: Conversational, Approachable, Trusted

We then built a visual library related to each attribute noting how they could be interpreted through design treatments. Coupled with the mission and promise statements, we crafted our concept for the project: “Your neighbor in the know.”

We then built a visual library related to each attribute noting how they could be interpreted through design treatments. Coupled with the mission and promise statements, we crafted our concept for the project: “Your neighbor in the know.”

bulldog-news-concept-mood
Concept moodboard

We built a moodboard which accompanied the moodboard and would direct our visual goals for the project. This board reflects the many layers of their physical space and an emphasis for real conversation between people.

We built a moodboard which accompanied the moodboard and would direct our visual goals for the project. This board reflects the many layers of their physical space and an emphasis for real conversation between people.

COMPONENTS

COMPONENTS

Your neighbor in the know is the go-to person for solid information and sidewalk banter. We placed great emphasis on being highly conversational. Through color, type and voice we aimed for a friendliness and authenticity which felt easily approachable and well-trusted.

Your neighbor in the know is the go-to person for solid information and sidewalk banter. We placed great emphasis on being highly conversational. Through color, type and voice we aimed for a friendliness and authenticity which felt easily approachable and well-trusted.

Your neighbor in the know is the go-to person for solid information and sidewalk banter. We placed great emphasis on being highly conversational. Through color, type and voice we aimed for a friendliness and authenticity which felt easily approachable and well-trusted.

Your neighbor in the know is the go-to person for solid information and sidewalk banter. We placed great emphasis on being highly conversational. Through color, type and voice we aimed for a friendliness and authenticity which felt easily approachable and well-trusted.

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Original bulldog
bulldog-news-dog-after
Updated bulldog

The original branding used multiple depictions of a bulldog: one looked uncertain, the other stood stiff and stern. We consolidated down to one. The new illustration style retains the boldness of the old, but brings forth playfulness and increases scalability. Our new buddy, Barnaby, patiently sits with an optimistic and eager expression, ready for someone to talk to.

The original branding used multiple depictions of a bulldog: one looked uncertain, the other stood stiff and stern. We consolidated down to one. The new illustration style retains the boldness of the old, but brings forth playfulness and increases scalability. Our new buddy, Barnaby, patiently sits with an optimistic and eager expression, ready for someone to talk to.

The original branding used multiple depictions of a bulldog: one looked uncertain, the other stood stiff and stern. We consolidated down to one. The new illustration style retains the boldness of the old, but brings forth playfulness and increases scalability. Our new buddy, Barnaby, patiently sits with an optimistic and eager expression, ready for someone to talk to.

bulldog-news-logo-before
Wordmark before
bulldog-news-logo-after
Wordmark after

To reflect a friendly exchange, the wordmark dropped from all caps to lowercase with words nested within each other. We opted to keep a strong slab-serif typeface, nodding to traditional newspaper mastheads.

To reflect a friendly exchange, the wordmark dropped from all caps to lowercase with words nested within each other. We opted to keep a strong slab-serif typeface, nodding to traditional newspaper mastheads.

Bulldog-colorss
Color and texture

The primary brand colors encapsulate the experience of reading your morning newspaper and waking up to Seattle's gray weather. Halftone swatches play a huge role in creating texture, which are pulled from images related to the print industry.

The primary brand colors encapsulate the experience of reading your morning newspaper and waking up to Seattle's gray weather. Halftone swatches play a huge role in creating texture, which are pulled from images related to the print industry.

APPLICATION

APPLICATION

Leading the pack is Barnaby and the new wordmark. The new brand easily extends outdoors, in-store, online, and in your hands.

Leading the pack is Barnaby and the new wordmark. The new brand easily extends outdoors, in-store, online, and in your hands.

Leading the pack is Barnaby and the new wordmark. The new brand easily extends outdoors, in-store, online, and in your hands.

Leading the pack is Barnaby and the new wordmark. The new brand easily extends outdoors, in-store, online, and in your hands.

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Storefront illustration

A reimagined storefront where Barnaby happily greets customers at the door within a bright sunny brick facade.

A reimagined storefront where Barnaby happily greets customers at the door within a bright sunny brick facade.

Bulldog-quotes
Environmental wall treatments: Close up and variations

Inside, customers are literally set in the middle of a conversation with curated quotes popping off the walls.

Inside, customers are literally set in the middle of a conversation with curated quotes popping off the walls.

Bulldog-website
Website mockup
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Facebook mockup

Whether on their main page or via social media, the primary yellow coupled with Barnaby’s presence is instantly recognizable.

Whether on their main page or via social media, the primary yellow coupled with Barnaby’s presence is instantly recognizable.

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Totebag
web_punch
Coffee card

Fun takeaways with the updated branding, as daily reminder that Bulldog News is always there for you.

Fun takeaways with the updated branding, as daily reminder that Bulldog News is always there for you.

REFLECTION

REFLECTION

This new look would push Bulldog News upfront and center, even in the bustle of an ever-growing University District. Having a solid direction focused on playful conversational, allows them to capture and visualize the many voices represented through the publications they sell.

This new look would push Bulldog News upfront and center, even in the bustle of an ever-growing University District. Having a solid direction focused on playful conversational, allows them to capture and visualize the many voices represented through the publications they sell.

This new look would push Bulldog News upfront and center, even in the bustle of an ever-growing University District. Having a solid direction focused on playful conversational, allows them to capture and visualize the many voices represented through the publications they sell.

This new look would push Bulldog News upfront and center, even in the bustle of an ever-growing University District. Having a solid direction focused on playful conversational, allows them to capture and visualize the many voices represented through the publications they sell.

ROLES

ROLES

Branding
Illustration
Layout

Branding
Illustration
Layout

TOOLS

TOOLS

Illustrator
InDesign

Photoshop

Illustrator
InDesign

Photoshop

COLLABORATOR

COLLABORATOR