Identify a dying or defunct brand, investigate into its mission and brand legacy, and create a completely new visual identity. Based on the new brand guidelines, develop a set of business opportunities for the brand to thrive beyond its original industry.

I chose the brand GNC, a company that specializes in health and nutrition related products, with the brand soul of taking control of health. With a considerable amount of research into the brand, I designed a new visual system based on the concept, defined detailed brand standards, and came up with a wide range of business expansions that will boost people’s confidence in a scientific and personalized way.