The purpose of the city rebranding project is to complete an advanced project for students' design portfolio and document its process of development. Students start by doing visual research, sketches and ideation. They later refine one idea, and apply that mark to create a visual system. Based on a range of variables, including crime rates, employment growth, access to restaurants and attractions, educational attainment, and housing affordability, students attempt to revert the negative perception of such cities to locals, tourists and prospective residents through design.
