Be Part of the Story
The American Booksellers Association (ABA) is the national trade association for independent booksellers, offering them support and guidance on a number of key issues. The biggest challenges these small stores face is competing with the big box retailers. For years, ABA had been running BookSense, a marketing program of sorts, for their members, but it was dated and most independents weren’t participating or even seeing value in the program.
Enter IndieBound. IndieBound isn’t all about selling books. Instead, it is about celebrating a shared passion for the independent shops that provide a safe-haven from the homogenization of America. The new IndieBound logo and identity embrace the independent spirit of these booksellers, and it helped ignite a movement that elevates their purpose and passions when it came to all things independent.

Client: American Booksellers Association (ABA)
Agency: Brains on Fire
Creative Director: Greg Cordell
Copywriter: Jennifer Goff
Logo Design: Greg Cordell
Art Director: Justin Gammon
Designers: Justin Gammon and Eric Whitlock

Store Window Banners

Save the Day T-shirt

Literary Liberation Kit

Promotional Materials Introducing IndieBound

Retail Bags and Inserts

Promo Inserts

Gift Card Inserts


Conversation Cards