Barnes & Noble Nook
R/GA New York
How do you tell a client that the very thing they want to create is the very thing their prized consumers fear and loathe? That was the case when Barnes & Noble asked us to name, brand, and design their first ever e-book reader.
This challenging scenario emerged when we talked to our key consumers: tech-forward women who love to read. While these readers embraced technology throughout their lives, they saw the e-reader as a repellent device that threatened to destroy the very reading experience they loved.
Our mission became clear: we...