Strategy & identity / 2025
Common Ground, read the room.
A neighbourhood bookshop with a late-night reading room and a programme that folds into a pocket poster.
- Client
- Common Ground
- Founder
- Nella Finch
- Scope
- Strategy, type, wayfinding, programme
- Year
- 2025
A bookshop that wanted to be a room.
Common Ground sells books, but its real business is the evening: readings, quiet tables and a shelf that rewards wandering. The old look said bookshop and nothing else.
We built a flexible typographic system, signs that guide people to the reading room without a word, and a quarterly programme that folds into a pocket-sized poster on the counter.
Small things, carried everywhere.
- 14wayfinding signs across two floors
- 04programme issues a year
- 01pocket poster folded from each issue
Customers find the reading room without asking now. That was the whole point.