The Accessible Data

Casio Rebranding

[ Objective ]

Create a re-branding project based on the essence of a brand that is either dying, defunct or dead, and then design a new identity system to reposition and expand the brand to a new direction.

[ Solution ]

I chose to rebrand the Japanese brand Casio known for its watchmaking. The most iconic series was the calculator watch that has a special memory for many people in the 80’s. Casio was the pioneer of making data accessible to people in any given situation. I developed an identity system that focused on emphasizing the aspect of futuristic technology and accessible data to expand the new market of Casio.

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