I was challenged to research and find a brand that is defunct or dying. Once I decide on the brand I then had the task of revitalizing it and bringing it back to life with a new brand, new look, new audience, new everything. Bring it back to it’s glory in our own way.
I chose Frederick’s of Hollywood, a lingerie store that used to be extremely popular until others like Victoria’s Secret came around. Frederick’s of Hollywood is still around, but has filed bankruptcy a few times and is struggling to stay afloat. I felt like they needed a refresh and some modernization and simplification. My main goal was to get rid of the sleaze. I believe it is what is keeping them from doing well and really competing with big brands like Victoria’s Secret. I changed the name to Frederick’s and cleaned up the brand to a simple mark. I gave them a softer color palette and changed their overall look to something more sophisticated and with their overall motivation being to keep women’s self esteem up and offer options to all women, no matter what size they are.
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Nature of Identity