Work/Brand Strategy
Kodak Rebrand
A strategic rebrand framing Kodak's analog heritage as a sensory premium for a modern digital generation.
- Designer
- Archie Durrant
- Role
- Brand Strategy & Identity
- Year
- 2024
- Institution
- AUB
The Brief
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 Approach
My strategy treated Kodak’s analog heritage as something still useful for a digital generation, not as something left behind. I stripped the brand back to the red and yellow people already associate with it, and built a system that could feel familiar without tipping into faux-retro clichés. The aim was to put Kodak back in the room as a creative tool.
The concept links Kodak’s analog history with how creators tell stories now. A community-led brand approach puts real photography and user stories into the identity. Retro-inspired textures, a warm colour palette, and nostalgic typography sit next to cleaner modern elements, so the system can speak to both film enthusiasts and digital photographers.
University re/brand brief at AUB. Conceptual student work. Not commissioned by or affiliated with Kodak.