Paperwhite is an older brand that was once well known and needed a modern new look and approach in order to be relevant with a new generation. The goal here was to create both a sleek, clean new look but also a social media element that will engage new customers and allow them to share there finds. Paperwhite offers polished, luxury essentials that can be styled a number of ways and convert from day to night. The site will also offer styling advice as well as charity contribution promotions and partnerships.