This project took a dead brand and re-imagined what it would be like if it were alive today. I choose Napster because the brand was a rebellious pioneer in the digital music industry at its prime. I aimed to maintain the values and personality of the original Napster brand while elevating it into a more sophisticated and complex business.
I started with a mind map, connecting the attributes of the Napster brand with its audience. The biggest challenge was to transform Napster’s rebellious attitude of the late 90s into a modern interpretation that could live today. Since their personality was rebellious and secretive, I expanded their model of easy access to free trade into an underground black market organization, where you could get anything you desired.