What do you do when a client has a product he cannot brand, package or price? Even worse, when the competition carries the same products? You design the atmosphere. That’s what we did with Crossword Bookstore. From signage, customer navigation to identity and graphics, right down to the carpet design in the kids’ section. All to get a community of booklovers to come and spend time, browse and make the place their own. We could write a book on this.