The objective was to create and pitch a new identity for troubled auto giant General Motors. Synthesizing extensive secondary research, the company's challenges were diagnosed and solutions were formulated. New core values were established, around which a new visual identity was developed. Beyond merely presenting the new General Motors identity, this presentation deck makes the case for why such a bold change is needed in the first place, and how to make it happen.

Responsibilities included self-directed background research, market research, synthesis, concept development, brand strategy, copy writing, photography, image sourcing, and design.