Our aim was to find a dead, defunct or dying brand and bring new life to it. Expand the core meaning of the brand and develop the new visual system and future possibilities to build a new brand standard guide. We were asked to find the soul of the original brand, and based on that, create a new brand that is more future-focused with several deliverables.
I chose to rebrand Hummer, a truck and SUV brand based on the military. I found the Hummer keywords _ adventure, unmovable and guardian _ and then I transformed Hummer into a new brand that helps people to be strong and bold and protect their bodies indoor and outdoor. To convey this concept, I used gold, grey and black colors in the visual system, and for the new logo, I combined the eagle’s wings, which are a metaphor of power and a shield, a symbol of protection, and the letter H.