Discipline Used: Creative Direction, Graphic Design, Social Media, Print Media

This was a 'Strategy Prep Assignment' for the Integrated Design Strategy project. This assignments are generally not client-facing, but were a series of exercises intended to help the class think strategically about our design projects. I created a proposal for a new brand extension (a new line of products or services) for Old Spice and provided insights and thoughts on why I think the brand should go in this new direction.

Click the buttons below to view different parts of the project.

Final Presentation
Ideas Pitches
Old Spice
Old Spice is known for men’s deodorant. The brand also provides body wash, shampoo, cologne, after shave, hair gel and beard conditioner. I was in my parent’s bathroom and notice skin cream or a facial cleanser. Since Old Spice is a masculine brand, I think it would be interesting to come up with a facial cleanser as a brand extension. This would be called Old Spice Face Wash. Later on they can introduce scents to go along with the deodorant and body wash.

Buick is known as an affordable luxury car brand. Some of Buick’s competitors and GM family members such as: Chevrolet and Cadillac have pick-up trucks. Most people stick to one car brand and never switch. Imagine if Buick had a pick-up truck. My brand extension would be a Buick Regal pick-up truck. As Buick refreshes their brand to appeal to a younger demographic, a pick-up truck could be a nice brand extension.

Powerade is one of the top sports drinks on the market. It helps replace electrolytes the body loses. My brand extension would be an electrolyte water without any flavor. The water will be mainly for performance or physical activity. This will be enhanced water. It will be called Powerade Lyte.
Written 9/15/2019
Integrated Design Strategy (MPDC-712-101) from Georgetown University's Master's in Design Management & Communications
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