This project is to choose a stagnant or dying brand and come up with the new strategy and visual ideas to bring it back to life. The main goal of this project is to create a fresh visual identity by following the brand soul and developing a new vision of the brand. I chose the brand Max Factor. In recent years Max Factor has constantly under threat of a reducing market. For the new Max Factor, it would not only focus on appearance, but also new conceptualized beauty—A holistic view on attraction of mind, body and spirit.