[ Project ]
Hummer H4
Hummer H4
[ Awards ]
Graphis New Talent Annual 2016
Creativity International Awards 45th
This project required choosing a company that was dead, dying or defunct, and rebrand them to give them a new life. The new directions are based on the company’s original essence, but takes the brand to an entirely different category. Design a series of products, services or activities with the new identity system.
[ Approach ]
The Hummer is a well-known brand for 4X4 vehicles and luxury SUVs combining off-road capabilities and rugged sophistication. However, most people see it as conspicuous consumption, but that doesn’t really come into play if the truck is not used for daily driver duty. I rebranded the Hummer to the H4 which is transforming something greater than vehicles. I kept the same core concept, and extended the various services, and products to improve the target audience’s knowledge to next level.
