ERECTOR

CHALLENGE
Identify a brand that was once culturally iconic but has since declined or lost relevance. Drawing from its original mission and voice, reimagine the brand for today’s world. Revitalize its visual identity, modernize the branding system, and strategically expand its product and service offerings to position it for long-term success.

APPROACH
I selected Erector for its overlooked legacy and its foundational mission to inspire creativity and engineering skills in children. After researching its history and current market positioning, I identified opportunities to modernize the brand while honoring its original spirit. I clarified the target audience, refined the mission, and rebuilt the visual identity system, including a new logo and a contemporary visual language. The rebrand is documented across four books: the Visual Strategy Guide, Visual Development Guide, Visual Standards Guide, and Visual Extensions guides. Each book outlines a specific stage of the transformation. The project came to life at engineeringtomorrow.us, a website that reintroduced Erector and all of its new offerings.