In my Brand Identities class, Fall 2023, we were given the opportunity to pick and rebrand a company of our choosing. I decided to rebrand Heelys into a more mature company to wider appeal to college students going to and from class. With this rebrand I wanted to make Heelys feel like a brand that could compete with Santa Cruz and Vans simultaneously. For the new brand identity I wanted it to harken back to Y2K and grunge street skating culture, while maintaining a mainstream feeling.