“Most people would rather sit on a plane for two hours than spend two days on a train, but there's nothing comparable to taking a relaxing rail journey with your family or good friends.” —John Paul DeJoria
Objective To find a brand that is dead, dying, or defunct and rebrand it through creating a new logo, altering the name, and creating a new place to where the company should go.
Approach The company that I chose was The Pullman Car Company, founded by George Pullman. The Pullman Car Company manufactured luxury railroad cars in the mid-to-late 19th century through the early decades of the 20th century. At the time The Pullman Car Company operated most of the railroads in the United States. The company's commitment to luxury and comfort has carried forth to who they are today.
Currently, The Pullman Car Company's brand has been shortened to Pullman and is a hotel chain in Europe. I took this idea of luxury and comfort along the journey and expanded it to an institute, a community, and elite program, products, and cuisine.