The Rabbit Hole branding and visual identity was originally developed in 2007 by the first students to complete the studio program. At the time, the branding hinged on references to Alice in Wonderland, and over time this connection was lost, and it was time to refresh the branding through new stationery and a more accessible and timeless web presence. It was also time for a new positioning statement, and this resulted in the new catch-cry ‘how far are you willing to go’ that reflected the transformative potential of the Rabbit Hole experience.

Outcomes: positioning statement, website, stationery, style guide