For this project we had to pick a dead or dying brand and create a new brand identity. I chose to rebrand Pinkerton, the original private eye. Founded in 1850, Pinkerton was a private U.S. security guard and detective agency that was known mostly for strikebreaking and stopping an assassination attempt on Abraham Lincoln. Over the years Pinkerton lost the focus of their brand so I decided to refocus the brand, taking it from a detective agency to a system which monitors and tracks all citizens in order to keep them safe. The new mission statement became, "we monitor your every move so you can live life worry free."