Polaroid
PROJECT
REBRANDING
COURSE
GR 324 BRANDING PRINCIPLES
INSTRUCTOR
THOMAS MCNULTY
SEMESTER
SPRING 2023
[THE PROBLEM]
Rebrand Polaroid for a new generation, one that values instant creativity, modern self-expression, and the social joy of sharing moments in real time.
[BACKGROUND]
Polaroid is an iconic photo company known for its instant film cameras. Once revolutionary, the brand faced decline as digital photography rose. This project repositions Polaroid as a bold, playful creative lifestyle brand for today’s culture, blending nostalgia with contemporary social behavior. The aim was to capture the emotional charm of instant photography while reintroducing it to a generation accustomed to digital speed.
[SOLUTION]
I developed a refreshed identity grounded in bold, minimal geometry and a bright, modern palette. The new wordmark emphasizes clarity and momentum, while graphic assets and tone-of-voice celebrate youth, spontaneity, and expressive visual storytelling. The modular brand system becomes a platform for creative sharing, not just a product. This approach ensures that Polaroid stands out as both a cultural icon and a modern creative tool.
