The purpose of this project was to take a dead, dying or defunct brand and not only bring it back to life but take it above and beyond anything imaginable.
I chose SAAB, a company that officially went under in the midst of the development of this project. Within my branding book I wanted to capture the true essence of this incredible company that began in the 1950's building fighter jets for WW2. The first SAAB car was built in 1949 by 16 aircraft engineers. Their cars were known for their cockpit-like driver's environments, with ergonomically designed controls and logically placed instruments that made decision-making almost intuitive. With such a rich history, the SAAB brand inspires you to go farther, farther than you ever thought possible from the deepest depths of the ocean floor to the vastness of outer space.