Overview
Design Process
A Fall 2025 student project exploring corporate branding through a fictional merger between two existing companies. The final output will be a brand identity system that effectively communicates this fusion through visual design, brand language, and strategic positioning.
Assigned brands were Pepsi and Madewell
This assignment focuses on an analysis on their visual and conceptual identities, identification of opportunities for integration, and the design of a new, hybrid brand that represents the merger.
This project began with a brand audit in the form of a 1–2 page brand analysis document summarizing my findings, a short rationale explaining the proposed merger concept, value proposition charts for each brand, mood boards exploring three distinct visual directions, and around 20 thumbnail sketches exploring preliminary logo/wordmark ideas
This was followed by developing the visual identity of the new brand, developing sketched logo and wordmark concepts, selecting typography, and a color palette that reflects the new positioning.
Then, a delivery of brand application was done where I created visual assets to display mockups of the core function, and the purpose of the brand was highlighted.
Lastly, a final presentation was delivered introducing the new brand, ties to the original brands, display of all visual branding elements, and an explanation to the approach of the new brand development
