The objective of this course was to visually and verbally understand identity and branding by studying a variety of businesses and their organizational structures. I focused on one business and investigated its brand history, then redefined its identity, target audience, and the extensions to its brand.
This project was about reviving and redefining the defunct bookstore brand, "Borders." First, I investigated the brand and its history, then redefined its mission and brand soul to be a platform where artists teach and share creative ideas with each other. Based on Borders' new mission, I used vivid colors and graphic elements to create the new identity and keep a consistent visual system in the brand's extensions.