Rebranding the G3 Brand: A Design and Marketing Perspective

Many people have the misconception that branding is only connected with visual identity, but it encompasses the whole part of brand management. Branding is seen as a complex strategic challenge, outlined by the creation and preparation of a brand, capable of facing the competition in the market where it will be inserted. It is therefore important to understand the role of branding in a brand undergoing rebranding. This project’s research field is branding, investigating the areas of rebranding, communication design and marketing. This project aims to understand the intersections between communication design and marketing in the scope of rebranding, specifically of the G3 brand. This project aims to demystify the role of communication design in the rebranding process of brands in the sports sector. Specifically, to understand how communication design and marketing can clarify, define, and guide the rebranding of the G3 brand, and how a new communication and marketing strategy appropriated to the brand, can create impact. The methodology is mixed and qualitative in nature, and is applied throughout the exploratory project. It is thought of this way, with the objective of being able to amplify the study methods to be applied on the main theme.This project addresses all the crucial points of communication and marketing design, from the creation of a communication strategy to the creation from scratch of a brand and its validation. All these points are grounded in a theoretical and practical way for a better understanding of the “why?” of the application of each.

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