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Design & Marketing: Rebranding Oscar de la Renta

 

I was selected as one of twenty students at Parsons to work alongside graduate students from Columbia Business School and C-level management of renowned companies in the luxury industry on real-world projects for a specific company. I worked in a team of eight, to redesign the brand identity of Oscar de la Renta, inclusive of a modernised logo, and create a marketing strategy for the same. This was a three month project, and we had the privilege to interact with the CEO, Alex Bolen, regularly to ensure a successful outcome. I learned how to collaborate with people in different disciplines, and the integration of business and design. I was also forced to explain the importance of a decision taken purely from a design perspective to business students, which was challenging and highly rewarding. Communicating with the senior executives was particularly fruitful as we gained knowledge about the brand heritage and values, and ensured we kept those in mind while modernising the identity.