There is a part of
you that no one else
The objective of The Nature of Identity is structured around the principles of
identity design and the elusive craft of branding. Through the semester long process, the course explored brand history, culture and symbolism to review the life of a brand—from its apex to its downfall. After investigating the core soul of the brand, the goal was to design a brand new system of identity according to the conducted research.
TSI is the rebranding of The Sharper Image, a company that announced bankruptcy in the 90s. The soul of TSI represents the dream of every man—to look stylish and impress others with what they wear.
The direction of its rebirth is focused on the idea that seeing is not believing. There is always a part of a man that no one else understands, which will not show on something he owns, but rather something he has within. Attractiveness is more than just looks; it exposes ones true character from the inside.
© 2021 Grace Min Shan Lee All rights reserved