THE NEW SAAB

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Rebranding a Defunct Brand (MFA Project)

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The task is to select an obsolete brand to reinvent by developing a new identity, visual standards and stationery system. In addition to the updated look, brand extensions must also be considered.

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My strategy was to emphasize Saab’s inspiration from aircrafts and its quirky but stylish design. The new Saab would appeal to drivers who want a car that reflects their free spirit individuality. During the research process I connected with some Saab enthusiasts and learned that it was not just the style and performance of the car that made them treasure their Saabs, but also the memories that are attached to their cars.