Indigo:
Making Connections.
Creating Experiences.

Chapters Indigo is Canada's largest book, gift, and specialty toy retailer, operating stores in all provinces of Canada as well as the US. Offering a selection of books, toys, home décor, stationery, and gifts, Chapters Indigo has evolved to become the world’s first cultural department store of ideas and inspirations to enrich your life.

CHALLENGE

Helping our customers find happiness and add joy to the customers’ lives - each time they interact with us or our products. Looking at the Indigo brand as playing a larger role than just selling books.

OUTCOME

Our campaigns generated revenue for the company and greatly increased our social media reach with our customers. Communities organically formed around our products and brought attention to our initiatives . We took a big picture view and created strategies and programs to move each customer along on their journey of finding their “happy”.

SCOPE OF PROJECT

Marketing Strategy

Art Direction

Graphic Design

Digital & Printed Marketing Assets

Social Media

Far more than just books.

We exist to add joy to our customers’ lives – when they interact with us and when they interact with our products.

With this goal in mind, we simply wanted to contribute to the creation of joyful customer moments through the products we provide. We’re in the market of helping people find their happiness, celebrating the joy of reading and everything that comes with it. Envisioning the peace and tranquility that comes with how we imagine the stories we read and the products that accentuate the lifestyle.

We’re committed to supporting the sale of products that celebrate all the happiness that surrounds us in this world – the comfort that comes from each word and page. Our products help nurture the link words with our imagination, turning the simple joys of our everyday lives into happiness.

Show, Dont Tell.

We wanted more people to fall in love with our mission and our brand through our products. To make that easy for our customers we bought lots of advertising space that comprised of both digital ads and physical signage. Our target audience were those in the 25 to 45 year old segment. With a wide range of products and enticing sales, the campaigns were meant to have something that appealed to everyone along with their friends and families.

Some of our most valuable customers are those that shop everything: books, general merchandise as well as the kids section. The kids activities are grounded in the kinds of things we felt are meaningful for parents and the connection they have with Indigo Kids. The photos that were taken for the marketing reflect our target including imagery with the age range, their kids, activities, and the lifestyle that is aligned with our brand.