txtr created an integrated online platform for distributing and reading e-books and other electronic texts. Planning to enter the relatively new and fast-developing market for e-book readers with a device of their own, txtr asked us to help position their product most effectively. We researched and analyzed the competitors in the market and identified various types of consumers and their needs. Building on these market insights and use cases, we created a strategic framework for finding the txtr reader's most promising positioning. In a series of workshops with the client and their lead agency Realgestalt we helped define the brand's key values.