The story of Henry Bear's Park is a testament to the value of positioning. My client owns three well-loved toy stores in the Boston area and was relocating the original store to a new space in Cambridge. She wanted to take the opportunity to refresh her image, but my studio's research suggested we should retain the equity of her well-known brand and that she concentrate her design budget on a bold new store interior while still incorporating some of the best-loved aspects of the other stores. The result is a store that feels both fresh and familiar, a perfect experience for Henry Bearâ??s devotees and new-comers. The new web and print designs support the experience of the store.