The Boswell Book Company rebrand creates a fun and inviting new visual identity for a local Milwaukee book seller through meaningful design changes in the logo, wordmark, and overall visual identity of the company. Transitioning to the Everyman archetype, the new identity needed to be inviting, inclusive, and community focused. The logo highlights the community that Boswell creates, both representing the specific community of people that Boswell serves, and the way that reading in general brings people together. With a welcoming rounded sans serif wordmark and a color palette that screams connection, trust, and stability, the Boswell Book Company rebrand invites customers to engage before they've even entered the building. This project highlights my personal dedication to research and thoughtful design changes, finding a reason for each choice made in the process. I activated the brand successfully by including many ways that the new identity can be brought into existing products, such as mugs and pricing stickers. The rebrand is collectively displayed in a thorough brand guideline that explains in depth how Boswell would be successful implementing the new visual identity and showcases a new brand identity that invites anyone to experience what Boswell has to offer.