Lehman Brothers Brand Redesign

The Potential Of A Brand

[ OBJECTIVE ]

Find a brand which is no longer in any market and use design methods combined with marketing strategies to rebuild this brand and push it into an new market field. The rebuilt brand should have a strong relationship with the original brand. 

[ APPROACH ]

I researched several brands in the financial field, After researching, I chose Lehman Brothers because it was the fourth largest investment bank in the U.S., and it went bankrupt during the economic crisis in 2008.I started this project by studying the milestones that Lehman Brothers accomplished, then I as well as their business potentials before they faltered. Through this, I decided to design the new Lehman Brothers as a marketing strategy company. Then, I drew drafts of logos and logotypes. I wanted the logo to communicate the feeling of wisdom to the target audience, so I decided to use an owl for the main concept of the logo. After I created the logo, I took the visual feeling of it to create the logo type. In the end, I designed a whole visual system for the new Lehman Brothers. Based on the new marketing strategies to created nine potential services Lehman Brothers could provide for its clients.