Objective

Choose a dead, dying, or defunct brand and bring it back through re-branding. The new iteration must maintain the soul of the original brand but will expand to all-new products and services as it shifts to its new visual identity. The end product will comprise three books and a website.

Approach

The early stages of this project focused on getting to know my brand, TWA. Through research and brainstorming, I found the soul of TWA centered on innovation and drive. They were about pushing boundaries to make the impossible possible. Inspired by that idea, I created a new logo and visual identity, as well as all new extensions of the brand. I recast TWA in a role that goes far beyond Airline. The new TWA helps you dream big and bring those dreams to life. It is a startup incubator and the most complete coworking space you can imagine. It is a brand of extreme athletic gear and a rapid prototyping service. It has a grant program and adventure trips. This is the new TWA: The World Awaits. What will you do?