Branding and Identity Design

Victoria's Secret Disrupted

01/2017 - 05/2017

As part of a semester long capstone project during my time at NC State's College of Design, I elected to do a deep dive into understanding how branding and identity design should operate in theory and then put those skills into practice. I elected to rebrand Victoria's Secret ten times in an attempt to eliminate any bias I have by relating to a user of a product that I do not use. I aligned each brand identity around a particular strategy and personality that Victoria's Secret could use if the so wished.

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03

The Theory

For the first part of the this project, I put my research into a usable branding model based off of various diagrams and research from other sources. I use these models to set questions for my clients to answer about their branding needs as it makes them think through a fully developed, personality-based brand.

The Practice

Each of these brands have the full process that
I developed for myself used to aid in my investigation
of rebranding Victoria's Secret:

• The Partnering Brand

• The Advocate Brand

• The Crowd-sourced Brand

• The Luxurious Brand

• The Green Brand

• The Inclusive Brand

• The Data-driven Brand

• The Durable Brand

• The Mystery Brand

• The Knowledge-sharing Brand

The Partnering Brand

The Advocate Brand

The Crowd-Sourced Brand

The Luxurious Brand

The Green Brand

The Inclusive Brand

The Data-driven Brand

The Durable Brand

The Mystery Brand

The Knowledge-Sharing Brand

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