"Even the most prominent and valuable brands require constant reinvention and change. This project asks students to (using the tools of brand identity design) help reimagine the identity of a legacy business or organization. "Legacy," in this case, is defined by a business or organization that 1) has transitioned core leadership at least once and 2) is in some way (actual or perceived) in a state of decline (participation, value engagement, etc)."

I chose Marco Cavalli, a niche eyewear brand I personally follow on social media that labels itself a "luxury eyewear" brand, yet does not embodies the characteristics that a luxury brand requires: exclusivity, high-quality craftsmanship and service, and heritage.

While heritage cannot be built in a day, I decided to do a rebrand on Cavalli by introducing a new, high-tech eyewear product to bring the brand into the luxury sector. Seeing as technology and fashion are coming together rapidly today, with this high-tech product comes an in-store immersive experience and a more defined target audience. It is not for everyone and not everyone can access it (nor do they need to).