The existing brand struggled to stand out from the pack and blended with the conservative, old-school approach of its competitors. The brand failed to represent the capability, vision and aspirations of the company and did not communicate the unique position and bespoke expertise of Dovetail.
Axiom rebranded Dovetail, refining their brand strategy to position them as a brand that is established, trusted and yet clearly signalling a changing of the guard in this very traditional space. We created the tagline ‘Crafting enduring value’ to reinforce their brand proposition. The unexpected colour palette and a suite of unique graphic devices play a supporting role in positioning them as a subtle disruptor in their market.
Creating a brand that reflects their purpose and value proposition has resulted in Dovetail reaching a wider audience. The rebrand has allowed Dovetail to cut through the marketplace with a unified, refined and compelling offering.Visit the website