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© 2019 by Yishen (Yision) Gu.

MUTUAL

Rebrand of Washington Mutual

{OBJECTIVE}

Selected a brand that is dead and identify its essence. Revive the brand by expanding the new brand’s identity and creating new extensions that open the brand to a new direction while remaining true to its original soul.

{APPROACH}

I developed new brand’s visual system and expanded into it diverse services and products. I chose to rebrand Washington Mutual because it has been a financial institution generations. I decided to focus on how it can build future wealth.