Disrupting the bookstore industry

Spellbound is a digital bookstore for young readers which uses augmented reality technology to create an immersive experience to encourage reading.

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To create a brand which will disrupt the bookstore industry by redefining the category.


The first thing we did was to list all the assumptions we knew about the book store industry. After which we then flipped all the assumptions which we listed to create new possibilities. With our new list of reversed assumptions we distilled it to one idea to create a business model.

With put our new business model to the test by using the Six Thinking Hats exercise which allowed us to rip it apart pick up the pieces  to forge it into a stronger model.

Our big breakthrough happened once we defined our ideal tribe. Who this is for was critical to our development we chose young leaders between the ages of 8 to 13 years old. This particular target audience helped us with the constraints we needed to really define our approach.

THE purpose

Our brand’s purpose was developed from the change we wanted to create within our audience which was to ignite curiosity and young minds through immersive stories.

Now that our purpose is defined we moved on to the brands values. Each person made their own list of values they thought embodied the brand stemming from the purpose. From there we had an open discussion about everyone’s list. We voted for the most appropriate ones. After we had a final list we looked for synonyms which may better capture the essence. After the values were decided we began to  write action based sentences to express the sentiment of the value.


Now that we have the foundation of the brand and the business model we must decide on the core touch point which is best suited for our audience. Based on our research of our unique tribe  the number one touch point was the mobile device. This was another breakthrough which made us shift from an immersive physical space  to combine the digital and physical into one using augmented reality technology. We asked ourselves what if we gamify reading by having our readers go on adventures to complete quests in order to advanced to the next chapter. This added another layer of physical activity and immersion requiring our audience to move around exploring the area in addition to reading.