The class Nature of Identity moves beyond the creation of a simple identity system to discover in the creation of a holistic brand. for this class we were to rebrand an existing brand that was dead, dying, or defunct. I choose to rebrand Crayola into the new innovative CRAYOLA NEXT. Taking it from a company that only focuses on creativity through products, and turning it into a company that evokes creativity and imagination to inspire innovative thinking through a multitude of platforms.