Product Marketing

Creating a Brand Perception at Darex

Company: Darex
Objective: Refresh the look and perception of a decades-old industrial product line to foster pride and alignment within the brand.

Overview:

While at Darex, I identified that our industrial equipment line needed revitalizing to match the evolving needs and standards of our customer base. Recognizing that a complete redesign wasn’t feasible, I proposed a straightforward yet impactful solution: unify the machines’ color scheme to create a cohesive and modern brand experience.

Goals & Achievements:

1. Increased Team and Customer Engagement:
   The refreshed look sparked new enthusiasm among both the sales team, customers, and booth visitors at tradeshows, restoring pride in the product line and establishing Darex as the leading solution.

2. Production Efficiency Gains:
   Standardizing color with our vendors streamlined the production process, resulting in quicker turnarounds and lower costs—a significant improvement over previous production timelines.

3. Consistent Brand Identity:
   By creating a unified visual style, I turned a previously disjointed line into a strong, recognizable brand presence, enhancing Darex's brand image.

Above: Before the machines where updated with a refreshed look.