To prepare for this rebrand, I performed a company history audit and competitor audit. The goal of these audits was to learn what was already in the market, and how Boots positioned themselves in that market. Additional research methods for this rebrand were creating personas, refining Boot's mission statement, creating mood boards, and sketching logo possibilities that felt reminiscent of the previous mark, but still new and fresh.
Interestingly enough, a few years after I completed this project in school an actual rebrand of Boots was released. Read about the 2020 rebrand of Boots, by Coley Porter Bell, here.
This was my first exploration of a full rebrand, from creating the logo to writing the brand standards. I was engaged by needing to pull from multiple parts of my design-thinking wheelhouse like UX research, packaging design, and even copywriting.
Looking back on this work, I believe this rebrand was maybe too far of a jump forward, and I think the current rebrand by Coley Porter Bell is more appropriate for how Boots is currently positioned. However, pushing myself to create something unexpected for Boots was a fun learning experience.
William Schultz
William Schultz
William Schultz
