Choose an existing company to refresh its brand in a new way. I chose Beacon's Closet, a homegrown and locally owned second-hand store that specializes in vintage and modern clothing. The goal was to align the brand's style to their aesthetic and history to bring more authenticity to the brand.
The company’s eclectic style and uniqueness influenced the re-brand to be fun, bright, and expressive, just like the clothes and accessories there. The original name was given by the owner, after the son, she would have had in her 20s. This brought about the new logo with a duality of meaning: a sun, a beacon.
My classmates and professor loved the personality and color the rebrand brought to the company.