The project involved rebranding the over-a-century-old camera brand, Olympus, into an appealing outdoor brand, OM SYSTEM, respecting its heritage. We spearheaded the transformation, focusing on the brand’s trust, iconic nature, and a touch of light rebellion. The rebranding process emphasized Olympus’ history, outdoor connection, and 1980s playfulness, resulting in a strong visual identity and strategic branding that resonates well with outdoor enthusiasts.