Respond to an Evolving Market: Brand Development and Launch
The Challenge: RFL Electronics had transformed their approach to product engineering, offering a set of solutions that could evolve along with technological advances in communications and data transmission. RFL wanted to launch a campaign to communicate this message, but before they did, they knew they needed to reframe the brand and messaging to transform the company from a manufacturer of products to a provider of solutions.
Our Approach: D2 uses a proven brand discovery process that helps unify diverse stakeholders on a common set of founding messages. We act as guides, uncovering common themes, connecting the dots, and providing insight where needed. We proceed step by step, from broad concepts to more specific messaging, until, when we present our options for visual identity, logo and taglines, they fit just right.
The Result: D2 developed a new brand identity, tag line, product labels, and key messaging that reflect the “new RFL.” We launched the brand at RFL’s most important trade show. In addition to developing their new booth design, we redesigned their website, and developed a print ad campaign and sales collateral to support the brand launch.