The project aim was to rebrand and revive a company that was dead, dying or defunct. The brand could be repositioned and expanded from its original essence. The brand soul has to be defined in order to develop a visual system and future possibilities.
I chose Zenith because it was a pioneer in the history of television development. Zenith invented the first portable radio and first wireless remote control. However, they filed for bankruptcy and they are currently a subsidiary company of LG Electronics. After researching, I decided to focus on their brand soul—portability and accessibility—to develop a futuristic and active visual system and to extend the various services and products.
Nature of Identity