Choose a large corporation with existing branding assets, standards, and in-market products and reconceptualize its brand image. Focusing on that single brand and expanding upon all of its print, digital, and advertising medias, achieve goals of modernizing or generally improving upon the established brand.
For this project, I chose to tackle National Geographic. As one of the largest and most well-know nature/science/history/art publications, National Geographic is one of the most recognizable brands today. Based on competition and market research, I decided to focus on branding National Geographic as a more contemporary and image-driven brand which appeals to younger generations - the people that will ultimately be tasked with preserving our planet’s well-being.