To pick a dying brand and completely rebrand it with a
fresh strategy. This is done while also keeping the
brand’s futuristic vision in mind. Thoroughly research the brand and analyze potential future audiences as well as extensions for the brand. The aim is to imbibe the brand with a fresh visual identity and soul thereby helping the brand turn over a new leaf.
I chose to rebrand the Girl Scouts of America as it was a pioneer in empowering young girls and helping them become more resourceful. Unfortunately, it has faded over the years to being known for just selling cookies, losing
sight of the original vision. Therefore, I chose to focus on young women, empowering them to be resourceful, courageous, and confident.