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Forging an Identity of Precision: The DSM Group Brand Launch
Establishing a powerful new brand is a demanding and resource-intensive project. DSM Group came to us with powerful ambitions and a clear vision about the core driving principle of the company. However, they were still lacking a brand identity, and with the company being completely new, we had to build the overall brand presence from the ground up. The philosophy of DSM Group is to focus on a particular area and work with 100% efficiency, so a desert eagle, with its precise hunting capabilities, was powerful symbolic imagery. They wanted to use that imagery for the brand visualization. The overall challenge was to create a cohesive brand identity around an eagle that can capture all the dominant, precise, and visionary attributes of the DSM Group.
The Strategy: The Eagle as the North Star
We came to understand that the eagle is much more than an element of design; the eagle is an emotional and philosophical touchstone for the brand. The strategy was to design multiple presentations and styles of the eagle to invoke and explore different dimensions of the corporate personality from the sharp and aggressive to the calm and observant. We aimed to ensure that the central symbol of the eagle was prominent at all brand touchpoints and that the overarching theme of \\”focused efficiency\\” was conveyed on everything from a billboard to a business card.
The Execution: A Complete Visual Ecosystem
The team set to work creating and presenting a myriad of options to DSM Group that all featured the eagle in different styles and designs. After much deliberation, they selected the design that we had positioned as the strongest showing the level of confidence they had in our design predilections. We then rolled out the new identity on the entire corporate ecosystem that included the website, company profile, corporate banners, letterheads, ID and visiting cards, and product catalogues. Each element was intended to project and reinforce the brand identity as that of an efficient authority.
The Outcome: A Symbol That Speaks Volumes
The eagle we designed collaborates with our partners and represents a market committed to focused, high-efficiency work, in every market they enter. The eagle we designed collaborates with our partners and represents a market. eagle we designed collaborates with our partners and represents a market. eagle we designed collaborates with our partners and represents a market.