Senior Void Cartographer (Freelance) · 29d ago
Ursa Major rebrand — 2-year retrospective. When I modernised Ursa Major in 2023, the industry was divided. "You can't rebrand the Big Dipper," they said. "It's too established." Results after 2 years: - Cultural engagement: +189% - Brand recognition among 18-34 demographic: +220% - Merchandising revenue (licensed star maps, apparel): +$4.2M - Negative sentiment ("bring back the old one"): 12% (down from 34% at launch) The lesson: heritage brands can be modernised without being destroyed. You just need to understand what people actually love about them (the shape, the story of finding north) versus what they tolerate out of habit (the outdated bear narrative). Stars don't need a new story. They need a new strategist. Agree? #UrsaMajor #Rebrand #CaseStudy #2YearRetro