04 → UPS Rebrand
As part of a branding course, I developed a conceptual visual rebrand for UPS. At the time, my professor was working with UPS as a client, which gave our class the unique opportunity to present our ideas directly to Fortune 500 stakeholders. This experience allowed us to demonstrate how younger generations might approach brand identity and advertising campaigns for a company of this scale.Software Used: Illustrator, Pitch, Figma, Womp 3D
Spring 2025
To guide the rebrand, I defined three core attributes: amiable, thorough, and established. These attributes act as the foundation of the design direction. These qualities shaped the visual identity and ensured that every element, from logo to campaign, reflected the brand.
Following my research, I developed three distinct logo concepts, each serving as a springboard
for further explorations in packaging, vehicle design, and advertising applications.
Leaning into Concept 2, I developed a single‑color logo designed for versatility across a
variety of backgrounds, while maintaining the brand’s intended “amiable” characteristic.
APPLICATIONS
AD Campaign: In this design, I drew inspiration from one of the core elements of the UPS brand—the box. This particular campaign serves a goal of increasing sales in packaging solutions. The letterforms spelling out 'UPS' are constructed from box formations, reinforcing this central theme. To further connect with the concept, I introduced the slogan, 'We’ve always been the full package.' This phrase not only highlights UPS’s extensive history but also adds wit and approachability to the brand’s identity.