This project documents our rebranding efforts for Hopeless Romantic Books, an independent romance bookstore in Toronto. Working directly with the store, we developed and implemented a comprehensive marketing strategy that included a redesigned website, a newly developed newsletter program, social media templates, a loyalty card initiative, and community event concepts. Our goal was to align the bookstore’s internal identity with customer perception, strengthen brand loyalty, and show how persona-driven marketing can help independent bookstores thrive in the digital age.