Hell by Meghan O’Gieblyn.
A couple of years ago, a Chicago-based corporate-identity consultant Chris Herron gave himself the ultimate challenge: rebrand hell. It was half gag, half self-promotion, but Herron took the project seriously, considering what it would take for a place like hell to become a premier destination in the travel market. Herron decided that what hell needed was a complete brand overhaul. The new hell would feature no demons or devils, no tridents or lakes of fire. The brand name was rendered in a lower-case, bubbly blue font designed to evoke “instant accessibility and comfort”. The slogan, which was once “Abandon Hope All Ye Who Enter Here”, would be “Simply Heavenly”. The joke was posted as a “case study” on Herron’s personal website and quickly went viral in the marketing blogosphere – a testament to the power of effective branding.