Find a brand that is failing in both design and in consumer purchasing. Redesign the brand into a stronger piece with the creation of a book and products to help promote the new brand. The only restrictions were that the brand had to be in existence for a while, and had to have evidence that the brand was rapidly in decline. I decided to go with the company Armalite Firearms due to the controversy over gun control and gun laws, and also its rapid decrease in consumer purchasing. After reading through the financials, Armalite has been on
a steady decline since 2001 and the logo has suffered many bad changes along
the way. I wanted the design to have a fresh new feel as well as a more modern corporate design.