Completed for the Brands and Branding course, this project involved an in-depth audit of the Singer brand. Through extensive research, I evaluated the company’s heritage, values, and brand-consumer interactions, culminating in a detailed SWOT analysis. Building on these insights, I proposed strategic recommendations and designed three innovative brand touchpoints aimed at strengthening Singer’s relevance within the contemporary market. This experience enhanced my ability to translate research into actionable brand strategies. in addition to this, my brand analysis and strategic thinking skills  were not only put to the test, but also strengthened, further exposing me to the processes involved in revitalizing heritage brands for modern audiences.