The Nature of Identity

Spring Semester 2018
MFA Graphic Design at AAU

Hunter Wimmer

Brand Identity, Print, Book Design, Website, Mobile Design

Select a brand that is defunct, dying or dead and analyze their philosophy. Revive the brand by expanding the new brand identity and creating new brand extensions while still keep their original philosophy.

I chose Life magazine for this project. Life was an American weekly magazine. The brand soul is that Life tells the everyday human stories of happening all around us. The mission is that to bring positive change in society, Life makes people empathize, learn, and have indirect experiences through the stories of the everyday realities of the people around us. With this soul and mission, I made new brand identities and brand extension.