The purpose of this project was to rebrand Miss America in order to empower young women and inspire them to change the world; a mission that was lost within the current brand. I designed the new logo using traingles and circles, which symbolize structure, support and connection. The color palette consists of purple tones that are associated with power, ambition and sophistication. Choosing the right imagery for the rebrand was important because I wanted to highlight different colored skin, different body types, different hobbies, and different interests so that every young woman could relate to the brand. Finally, I created a set of expansion opportunities that the new Miss America would grow into.