[OBJECTIVE] To rebrand an existing or a dead brand. IndyMac Bank was the largest savings and loan association in the Los Angeles area and the seventh largest mortgage originator in the United States that filed for bankruptcy in 2008.
[APPROACH] The approach includes focused history research, new strategy growth, logo development, brand guideline, and brand extensions. The logo design represents foundation and strength that leverage the brand soul; Achieving the American Dream Financially. The colors stand for optimism, independence, and self-confidence which are qualities the brand trying to convey.