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Dinan was on the verge of releasing their seminal performance upgrade for the current generation of BMW’s and while the engineering and the technical aspect of this product release was well covered the marketing aspect of the launch was, up until my involvement, an afterthought.
Not only was the product marketing in the form of POP and release material not developed but the product itself was without a name. This was the first thing that needed to be rectified and after numerous meetings and the perusal of previous offerings the ‘DINANTRONICS‘ name was settled upon. The name itself borrowing on Dinan’s rich history of performance tuning and taking direction from its first hardware tuning solution which was aptly named ‘Turbotronics’. Combined with the name recognition of Dinan among BMW enthusiasts, the product name relies heavily on the past of Dinan that has been widely regarded as exceptional and caters to the potential buyers desire to be associated with a name brand with a proven track record.
With the name completed, the logotype was the next in line to be sorted out. This particular tuning solution and signature product was to be marketed as a universal entity down the road once these devices were available for other automotive brands as well, a long term goal of Dinan. This meant the product logo needed to be easily identifiable as a child product of the parent Dinan brand and generic enough in style to accommodate future product lines that may follow suit down the road. It just so happened that Dinan had already released a product brand that roughly met these requirements a year earlier by the name of ‘SHOCKWARE’. This product already had a customer base following it and was known in the tuning world so the DINANTRONICS logo was mimicked on this existing logotype but expounded upon to further cement its linkage to the parent company, Dinan, and all of its history. The result was a very straightforward and minimalist logotype that was easy to read and easily attributed to its parent brand.
With the name and logotype finalized the rest of the marketing material could be completed. This ultimately included tri-fold brochures, website banners, advertisements, trade show flyers, and a host of internal print materials and informational guides for the Dinan dealer base. All of which was able to assist a product launch that resulted in tremendous growth for a company that had become stagnant in the years prior.
Client | Dinan Corp
Category | Branding, Print
Year Created | 2014
Media | Adobe Illustrator, Adobe Photoshop, Adobe InDesign