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Ob j e c t i v e : Choose a brand that is dead, dying, or defunct and identify its essence. Reinvent the brand by developing a new visual identity, and by creating brand experiences that take that co m pany into a whole new realm while keeping the brand’s essence.

S t r at eg y: Forty-five years ago, K2 was born as A m erica's ski co m pany on Vashon Island in Washington State's Puget Sound. Driven by innovation and passion, K2 Sports markets snowboards, snowshoes, bikes, in-line skates, alpine, tele mark/Nordic ski equip m ent, apparel and accessories for the ultimate sports enthusiast. The co m pany’s m otto is “K2 Sports is what happens when fun m eets science and technology.” Unfortunately, K2 has taken a back seat to co m panies like Burton, Patagonia, The North Face, Roxy, and others. I chose to rebrand K2 because I ad mired their essence: well-built products that are not only durable and technologically advanced, but are also pieces of equip m ent that sy m bolize fun, freedo m, and limitless boundaries. My rebrand of K2 includes a new logo, updated visuals, neon blocks of colors, and extre m e brand extensions that include experiences like going on volcanic adventures and exploring vast caves.

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Prologue  

Ashley Gustafson's MFA portfolio

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