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.
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
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