Kodak

Course: BA (Hons) Communication (CDS402 Design & Strategy)
Institution: Arts University Bournemouth

To critically analyse an existing brand to identify opportunities for a rebrand. The task was to think ‘beyond the logo’ and examine the historical, theoretical and practical aspects of brand identity, messaging, and market positioning.

My strategy was to frame Kodak’s analog heritage not as a relic, but as a sensory premium for a modern digital generation. By stripping the brand back to its semiotic core - the iconic red and yellow memory makers - I created a design system that feels nostalgic yet functional. The goal was to reclaim Kodak’s status as a creative tool without falling into 'faux-retro' clichés.