OBJECTIVE 

The task was to do a rebrand for a company with a strong identity, as well as one that could benefit from a fresh approach. The rebrand process had many steps, including logo redesign, developing a new brand system, and finding new business opportunities for a brand under a new mission statement.

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CONCEPT 

The rebranding process for Mary Kay was extensive and included multiple steps from researching about the company and finding their soul to establishing a new mission statement, which would allow the brand to expand. During this process, the keywords associated with the brand were identified, and personas were established as well as current, adjacent, and aspirational competitors. After conducting extensive research, the process moved to logo development with three rounds of sketches. New brand standards were developed including typography and color palette. The final phase of the rebrand involved identifying growth opportunities for the brand, ensuring alignment with the new mission statement. The entire process was represented in four brand books and a website for new business opportunities.

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*This is a student project and not the real Mary Kay rebrand.