{ fusing } toughness & power

HUMMER REBRANDING
OBJECTIVE
Choose a defunct or dying brand and redesign its brand identity to fit a future vision. Research the brand history, analyze the potential audience, and structure the future vision and brand direction. The main goal is to create a fresh visual identity which follows the soul of the brand and helps the brand turn a new leaf for its new vision.
APPROACH
I chose to rebrand HUMMER. The public image of HUMMER gives a negative superficial impression to most Americans due to its military functional sports vehicle branding, I decided to associate the brand HUMMER with mental strength to match the strong look of the vehicle. To represent mental strength, I used a bold type face and images to balance physical and mental strength. 
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© 2018 DAVID KONG