Objective
Select a brand that is defunct, dying or dead and identify its essence. Revive the brand by repositioning and expanding the new brand’s identity and creating new extensions that open the company to a whole new demographic, while still remaining true to its original soul.  
 

Approach
Hummer is a brand of trucks and SUVs that connects with a tough outward appearance. The biggest challenge was thinking beyond the brand’s current offerings and image. In my exploration, the new Hummer evolves beyond simple mobility tools to help audiences gain the power and courage to face any difficulty with a range of products and services.