FROM THE FLOOR TO YOUR FEET
A rebranding project for the company Sega
In this project, we were asked to pick a dead or dying company and to rebrand the company for an unrelated industry. My project was focused on the company Sega. After researching the history of the company, the essence of the brand was identified. Then, a new look was created for the brand. The strategy and standards were specified to keep the new identity consistent. Finally, new extensions to the brand were developed and a website was created to hold all this information.
PROJECT CONCEPT/DESIGN GOALS
When rebuilding the brand, I wanted to move the brand in the opposite direction, creating a more active approach. Therefore, I built the new strategy on active challenges and goals. My brand extensions focus on physical as well as mental challenges. I used bold colors, including dark red, yellow, and blue. I designed the logo off of the ideas of going past one’s limits and the feelings of excitement and adrenaline.
The new Sega is focused on exciting and powerful emotions.
The rebranding process included three different phases: strategy, development, and defining standards.
Once the intention of the new Sega was identified, various brand extensions were developed.
After completing the entire rebranding process, a website was created to hold all of the content. You can experience it yourself at https://www.challengegetactive.com.
Visual Strategy Guide book.
Visual Strategy Guide Book.
Visual Development Guide book.
Visual Standards Guide book.