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Bēhance

  • This project was a branding exercise. The idea was to take a dead, dying or defunct company and revive the soul of that brand in order to take them into the modern day.  I chose to rebrand the Ringling Brothers & Barnum and Bailey's Circus. I took the brand all the way back to its earliest roots, its original creator: Phineas Taylor Barnum. Barnum was a shameless promoter who would sell any story to make a dollar. Building of that concept I revived the brand as Barnum, a personal consultancy firm specializing in image architecture and promoting the individual.
     
    I created a logotype and visual language using the concept of smoke and mirrors. All good promotion is a matter of masking of the bad and emphasizing of the good, so smoke and mirrors seemed to be an appropriate visualization of that concept.