A rebranding project for reviving
SEGA with a new identity system
and a strategic development plan
that carries forward the brand soul.
Identify a dying or defunct brand, investigate into its mission and brand legacy, and create a completely new visual identity. Based on the new brand guidelines, develop a set of business opportunities for the brand to thrive beyond its original industry.
I chose the brand SEGA, a Japanese multinational video game developer and publisher, with the brand soul of advancing personal development. With a considerable amount of research into the brand, I designed a new visual system based on the concept, defined detailed brand standards, and came up with a wide range of business expansions that will elevate people’s lives in many aspects.