thesis help rebranding

Discussion in 'Design and Graphics' started by greenbreadmmm, Apr 18, 2011.

  1. greenbreadmmm macrumors regular

    Jun 4, 2007
    I'd like to start off my apologizing is this doesn't make sense, I am still very lost on what I want to do for my Senior Design Thesis.

    I need to do a senior thesis project. I would like it to deal with rebranding or branding something that would not normally be branded.

    A few ideas:
    -Brand and package emotions
    -Rebrand a company like johnson johnson to be a something else like Nike (or rebrand the military to have a different feel)

    Basically I wish to brand things that would other wise never have been branded or rebrand well known brands. I want the viewer to realize why they feel the way they feel when they see things. I want them to realize what subtle nuances cause the different reaction from the viewer. What do people associate with certain feelings? What causes the feeling? What causes a gut reaction?

    I am very interested in the feelings and emotions that are created through design. More specifically, how the introduction or subtraction of a new element can drastically change the feel of a design. While some parts work as a whole, when they are by themselves they can take on a very different feel. It is also interesting how they can take on a new feel when new parts are added or subtracted. A design may give off a certain feel when viewed, which could be playful, clean or even sexy. But, with the addition or small tweak of just one element, the design piece can take on a whole new feel.

    Does anyone have any suggestions or ideas?

    I am pretty lost and can not get excited about any ideas that I have yet. My thesis show is closing in very fast and need an idea that I truly am excited about (so therefore I actually work hard on it). I know the idea of what i want to do, I can not figure out how to physically do it tho.
  2. citizenzen macrumors 65816

    Mar 22, 2010
    I love the idea of branding emotions.

    Choose one like anger.

    How would it be branded?

    If you were to come up with a campaign that promoted anger, what would you do?

    That puppy is rich in possibilities and humor.
  3. lucidmedia macrumors 6502a

    Oct 13, 2008
    Wellington, New Zealand
    I read the paragraph above as "I am interested in design"... and while admirable, its not a lot to build a project on. You are lacking in both content and approach.

    I would attack each of these topics in order... what is it that you want to say? what brand experience do you want to create? why should we, your audience, care? Once that is defined, you can identify your approach... *how* you will apply design thinking and making to achieve your goal.

    Traditional branding is a bit played out for a research topic, so I would challenge you to really think about brand experience and the future of branding...

    This article talks about "smashable brands" and the (somewhat radical) concept that logos are losing importance. I think this speaks about some of what you are interested in above:

    I would also push you to look deeper into the shift from "branding" to "service design". Two articles that could be useful are on Hugh Dubberly's website ( "Designing for Service" and "Cybernetics and Service Craft"... there is a lot of other nice thinking on that site as well. Hugh, of course, was at Apple in the 80's and 90's.
  4. tobefirst macrumors 68040


    Jan 24, 2005
    St. Louis, MO
    Awhile ago, I saw a blogger/designer who chose to rebrand Valentine's Day. While I wasn't sure I liked the final product, the idea of rebranding something that was already full of imagery (but yet wasn't, in a way, branded at all) was really interesting. Perhaps this would be another avenue for you to explore, although I do like the idea of branding emotions.
  5. greenbreadmmm thread starter macrumors regular

    Jun 4, 2007
    thanks for all your input, after talking to the professor today. I have decided to brand the basic emotions and package them in bottles. (bottling emotion) I think this will allow for some good results. I will include things like ingredients and some info on the product. I think i am going to do the four basic emotions of mad, glad, sad and scared.

    let me know if you have any clever ideas or thoughts?

    thank you
  6. ezekielrage_99 macrumors 68040


    Oct 12, 2005
    It's an interesting line you're taking, I've be interested to see how it progresses because brand and emotion tends to compliment very well.

    One article I did see a few years ago was based around "Aspergers/Austims based around Emotional Brand" (which is a subject close to me) and "The Colourblind v Traditional Colour Theory". I understand it's not really what you're doing but it might be a good way to explore the different concepts with brand, design and emotion with regards different demographics.

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