Changing Hands

Changing Hands (Find your people campaing)

The “Find Your People” campaign for Changing Hands Bookstore celebrates the store as a cultural hub where Phoenix locals connect through stories, creativity, and community. Guided by the tagline “Where Stories Bring People Together,”the campaign combines warm, literary visuals with modern digital storytelling. The brand system uses earthy desert tones—Deep Forest Green, Warm Sand, and Burnt Orange—to evoke comfort, connection, and energy.

The full campaign includes a creative brief, brand style guide, digital ads, social media layouts, a content calendar, and email promotions. Instagram and Facebook serve as the main community platforms, highlighting staff recommendations, author events, and the in-store experience. Each touchpoint reinforces authenticity and belonging, inviting readers to rediscover their local bookstore as a space for gathering and inspiration.

Drawing inspiration from the Behance reference provided by Professor Carthon, I focused on creating a consistent yet personal design language that mirrors Changing Hands’ warmth and creativity. The resulting brand presentation unifies storytelling, visual identity, and strategy—showing how design can bridge people and place through shared narrative.