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 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.
The nostalgia-driven concept bridges Kodak’s analog legacy and the digital storytelling needs of modern creators. A refreshed, community-driven brand strategy empowers users through real photography and integrates their stories into Kodak’s visual identity. Retro-inspired textures, a warm colour palette, and nostalgic typography combine with bold, modern design elements so the system appeals to both analog enthusiasts and digital photographers.
University re/brand brief at AUB. Conceptual student work; not commissioned by or affiliated with Kodak.