The NorQuest College bookstore was transformed into a trendy retail store known as "The Core". The client wanted to create a dynamic retail destination that would not only serve as a hub for academic resources but also as a vibrant space for students to explore and discover books, merchandise, technology, and swag. Key objectives included:

• Reflecting campus culture: The client wanted the design of The Core to reflect the unique identity and culture of NorQuest College. Using branded clothing and merchandise, the client aimed to foster a sense of community pride among students.

• Promoting brand identity: The client aimed to establish The Core as a distinct retail destination with its own brand identity and personality, while still maintaining a connection to the larger NorQuest College brand.

• Integrating community: Working with socially responsible organizations and local vendors was a key consideration for the client, in alignment with the college's commitment to creating meaningful impact in the community. 

• Enhancing the shopping experience: The client sought to improve the overall shopping experience for students by creating an inviting and dynamic environment that can be used for both shopping, socializing, and hosting events. 

• Increasing revenue: Ultimately, the client sought to increase revenue by attracting more students to the store through a combination of enhanced offerings, improved design, and strategic branding.

The new retail space not only met the functional requirements of a bookstore, but also served as a dynamic and engaging destination that added value to the student experience at NorQuest College.

Client: NorQuest College
Creative Director + Designer: Hilary McHale