Jamie is a serial entrepreneur with a clear vision: create a book convention where everyone belongs. Not just a literary event, but a space that celebrates every voice, every genre, and makes room for the stories that matter to all of us.

As a passionate advocate for inclusive storytelling, Jamie saw a gap in the book convention world. Marginalized voices, independent authors, small presses, and readers who love genres outside the mainstream needed a home base. A place without gatekeeping, where emerging writers, and readers of all backgrounds could connect and celebrate together. Chapters & Beyond, coming to Eau Claire, Wisconsin in March 2027, is Jamie’s most meaningful project yet.

The Challenge: Building Trust for a Brand-New Event

Here’s the thing with starting something completely new: you’re asking people to believe in something that only exists in your mind. Authors need to feel confident enough to commit to a booth. Sponsors need to see something credible to get behind. And potential attendees need to feel excited about an event that’s never happened.

Without an established reputation, your brand has to do a lot of the heavy lifting. For a brand-new event with bold ambitions, the branding couldn’t look homemade or DIY. It had to feel professional and polished while still capturing that playful, inclusive spirit.

Jamie’s vision:

• Create an event people across the Midwest look forward to annually
• Champion transparency, accessibility, and community above all else
• Be bold, loud, whimsical, eclectic, unapologetic, and statement-making

As Jamie put it: “The name of my business is meant to get across the idea that our convention is about MORE than books. We are going above and beyond to make this an event for everyone.”

A Brand That Says “You Belong Here”

The finished brand radiates everything Chapters & Beyond stands for: inclusivity, creativity, joy, and that warm feeling of belonging.

The primary logo features a book with pages gently flying open. It’s dynamic and full of energy, capturing that exact moment of discovery when you crack open a new story. The font for “Chapters & Beyond” is playful and bold, immediately letting you know this isn’t your typical stuffy literary event.

The bookmark icons became one of the most fun and distinctive brand elements. Bookmarks as brand elements? Not something you see often, but they feel right at home here. These playful secondary logos work beautifully across everything, from the website to merchandise, adding personality and whimsy everywhere they show up.

The vibrant color palette isn’t here to blend in: petunia (bold pink), tangerine (energetic orange), lime (fresh green), and coral (warm and welcoming). These aren’t safe, muted colors. They’re loud, confident, and unapologetically joyful. Just like the event itself.

Why Brand-First Mattered

When you’re launching something new, having a brand that feels established makes all the difference. With a polished, thoughtful brand in place, Jamie could approach sponsors feeling confident. The brand builds trust and sparks excitement, making it an easy yes for sponsors and vendors.

For potential attendees, the branding sparks genuine excitement. It gives them a taste of what the event will feel like, warm and welcoming and vibrant. And for Jamie, having a brand that truly captures her vision gave her something real to build from.

As she shared:

“From the very beginning, Aubre absolutely nailed my brand design. Not just beautiful, but thoughtful, intentional, and so aligned with the heart of this project… Supporting small businesses that truly get it makes all the difference, and I’m endlessly grateful for her talent, care, and generosity.”

The brand became the foundation for everything else: the messaging, the website (currently in progress), the merchandise, the whole attendee experience.

Chapters & Beyond now has a visual identity that does exactly what Jamie hoped: it welcomes people in. It tells authors, vendors, sponsors, and readers that this is a place where they belong, where their voice matters, and where community comes first.

Ready to uncover a truly visually aligned brand you feel excited to share all the time? Book a Discovery Call or check out my custom brand design package here.