At the onset of the project, I was given corporate photography, body copy and customer testimonials, with the objective to sell Waldenbooks to mall developers. Noticing that Waldenbooks had endorsements from customers throughout the country, it made sense to develop the theme "You are here. So are we." This tied directly to mall directional signage while reinforcing the idea that wherever a mall was being built, Waldenbooks could provide a devoted customer following.