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American Task Force
OBJECTIVE
Revive a company or an organization whose brand is languishing so that it can thrive in the future. Research and analyze its potential and design a new identity based on its core values.
APPROACH
I chose “The Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF)” to improve its public image. The ATF leaves a negative impression with many Americans because of events such as what happened in Waco, Texas. To make it feel more trust-worthy and still stay as a serious governmental organization, I decided to use a typeface which looks futuristic but also serious to match with
the overall military look and feel.
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