Golden Hour Books – A Brand Built on Curiosity, Community, and Clarity

Golden Hour Books isn’t just a bookstore—it’s the realization of a life’s work, built by Sara Gelston Somers and Max Somers. With a deep passion for literature and a commitment to serving their community, the couple wanted to create a business that was more than just a retail space. They sought to build a sustainable business that aligned with their strengths, expertise, and passion for books, art, and connection. Golden Hour was their way of integrating their journey—from Sara’s background in creative writing and education to their shared love of art and literature—into a venture that could sustain them financially while serving their community.

Flatland Kitchen partnered with Golden Hour to ensure their brand story reflected these deeper values. By focusing on clarity of purpose and authentic messaging, we helped them create a brand that wasn’t about selling books, but about offering a space for thoughtful exploration, connection, and support—a natural extension of who they are.

Golden Hour Books entered a market that saw the rise of several new independent bookstores in Indianapolis. However, the challenge wasn’t to simply compete for attention. Golden Hour’s goal was never about outshining others but about creating clarity—helping customers immediately grasp what the bookstore was about. Sara and Max Somers wanted to build a sustainable business that was true to their strengths and passions, one that aligned with their backgrounds in literature, art, and education.

Their challenge was to reflect this deep commitment—to create a bookstore that was more than a retail space but rather a place where people could feel genuinely connected to the arts, literature, and each other. They wanted a business that would serve the community in a meaningful way, not by following trends or pushing sales, but by offering a curated, thoughtful experience that felt like an extension of who they were.

The branding itself—the messaging, visual identity, and narrative—had to reflect this sense of purpose. It wasn’t just about designing a logo or tagline; it was about ensuring that the brand communicated the soul of the business. The branding needed to:

• Make the bookstore’s mission clear to customers from the moment they walked in or saw the logo.

• Balance their deep passion for literature and community with a welcoming, approachable identity that didn’t feel pretentious.

• Tell a story that connected the dots between art, books, and human connection, aligning with Sara and Max’s vision of creating a space that felt like a natural extension of their journey.

The challenge lay in creating a brand that felt genuine, thoughtful, and effortless, yet also stood up to the demands of a competitive marketplace. We needed to articulate their vision clearly and simply so that it would resonate with both loyal locals and new visitors. The branding had to bring together visual design, messaging, and the customer experience into a unified, intentional whole.

Flatland Kitchen’s goal was to ensure Golden Hour’s brand identity reflected their core values of community, literature, and meaningful connection. We focused on aligning the brand’s visual identity and messaging with their mission, making sure the bookstore wasn’t just seen as a retail space but as a community hub for exploration and creativity.

1. Messaging & Story
   We crafted the tagline, “Books for Continuing Exploration,” to capture the essence of what Golden Hour offers. It speaks to Sara and Max’s vision for the store as a place for self-guided discovery, where customers could dive deeper into their interests. The messaging emphasized curiosity, intellectual growth, and community service—core principles that aligned with the couple’s background in education and literature.

2. Visual Identity
   The visual identity had to convey Golden Hour’s mission from the moment customers saw the logo. The “open eye” logo became the symbol of curiosity and exploration. The color palette of bold green, muted pink, and creamy white helped reinforce the store’s approachable yet thoughtful atmosphere. This cohesive design extended across all touchpoints, from signage and merchandise to the store’s overall aesthetic, creating an inviting and memorable customer experience.

3. Community-Focused Experience
   Golden Hour’s space was designed as a place where people could connect with books, art, and one another. Events such as book clubs and author talks encouraged community engagement, while the design of the store made it feel like a sanctuary for readers. The branding helped communicate the store’s role as a community anchor, a space where people could explore new ideas and share experiences.

Since its launch, Golden Hour Books has become a cherished space in Indianapolis. The brand’s clarity and authenticity have made it a natural fit for both local residents and visitors alike.

1. Clear Brand Recognition: The “open eye” logo and consistent messaging have made Golden Hour instantly recognizable. Customers know they are entering a space focused on exploration and connection, aligning with their intellectual and creative pursuits.

2. Connection with the Community: Through intentional programming and a welcoming atmosphere, Golden Hour has become a gathering place for readers and thinkers of all ages. The brand’s messaging resonated with the community, helping the bookstore build a loyal customer base that appreciates its thoughtful approach to books and human connection.

3. A Sustainable Business Aligned with Values: By staying true to their passions, Sara and Max have built a sustainable business that reflects their strengths and commitment to the arts. The brand Flatland Kitchen helped create wasn’t just about selling books—it was about cultivating an environment where people could explore and grow. This alignment has set Golden Hour apart from competitors, not through flashy tactics but through authenticity and purpose.

Golden Hour Books is a testament to how brand alignment can transform a business into something much more meaningful. Flatland Kitchen helped Sara and Max articulate their vision clearly and effectively, creating a brand that resonates deeply with their community. By focusing on clarity, creativity, and connection, Golden Hour has grown into a bookstore that feels like a natural extension of their journey—a place where art, literature, and thoughtful exploration come together to serve the community.