The Second Shelf came to me to help create a bold and inclusive brand for their rare books business selling only books written by women. The new branding is using traditional book paper techniques such as marbling and feature papers, but in really bright intense colours. The message is clear: The Second Shelf is NOT your usual rare books shop. It is for everyone and it is much more than just a bookshop…it is a movement. At first the brand was built to promote their kickstarter campaign and has since been extended to include merch, a physical shop in Soho, promotional material, events, a magazine, and a brand new webshop and site.