Revitalized a stagnant brand, Hummer, a truck and SUV brand with deep military heritage, by infusing its identity with fresh energy and purpose. By uncovering the brand’s core essence, I identified key attributes such as adventure, unmovable strength, and guardianship. These insights guided the creation of a forward-looking identity designed to empower individuals with resilience, courage, and a sense of protection, both indoors and outdoors.

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This comprehensive rebranding effort involved expanding the brand’s core values and developing a modern visual system to unlock future possibilities. A refined color palette of gold, grey, and black was introduced to evoke a sense of empowerment, boldness, and security. This visual transformation was accompanied by a detailed brand standards guide, ensuring consistency across all touchpoints and deliverables.

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At the heart of the rebrand is a redesigned logo that embodies strength and protection while honoring the brand’s legacy. The new design features eagle wings, symbolizing power, paired with a shield that represents safeguarding. The letter "H" is seamlessly integrated into the logo, maintaining a strong connection to Hummer’s original identity.