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[OBJECTIVE]

Choose a dead, dying or defunct brand and redesign the brand identity to fit a future vision. Research the brand history, analyze a possible future audience, and create a new brand direction. The main goal is to create a fresh visual identity which follows the soul of the brand.

[APPROACH]

The brand that I chose was Milton Bradley. The Milton Bradley Company was an American boardgames manufacturer. They used to produce, sell and market a broad line of popular card, board games, puzzles, action games and educational activity toys for kids. The company went defunct and became part of the Hasbro brand in1984. However, I created a new goal for Milton Bradley: to inspire and encourage people to collaborate and build connections to make better choices in life. I chose to simplify the logo and make it reflect the idea of collaboration. The final deliverable was three 8*10 inch books.

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