Dart
- Brand Assessment
- Brand Framework
- Brand Style
- Brand Book
- Training
Improving business through employee engagement
As an unknown producer of on-the-go products that most people use every day, Dart sought to transform from a quiet manufacturer to forward-thinking innovator by redesigning its brand and messaging to become an employer of choice for today’s workforce.
We did a deep-dive into Dart’s culture, interviewing 100+ employees, fielding an all-company survey to its 3,000+ employees, and conducting extensive competitor research. The findings and insights from our discovery revealed that Dart’s culture was strong, and the company held significant employer advantages over its competitors. Our brand redesign captured the spirit of this culture with words and images that felt authentic and gave Dart the tools it needed to become brand-forward.
Dart employees needed clear and concise language to explain their little-known company, so we developed a Brand Book that became the core script that all Dart communications followed.
Lookin’ good
We designed a thorough corporate identity toolkit, defining colors, patterns, fonts, styles, and even templates for sales materials.
Take it on the road
Skidmore’s trainers went around the country with leaders of Dart’s communications team, leading and facilitating brand training workshops that rallied managers and employees around the new brand.
The results
Across the company, Dart’s internal teams were energized by the new brand toolkit and it showed in their work. The HR team utilized fresh tools to present Dart as an employer of choice, the corporate communications team was able to create consistent and inspiring internal communications, and the in-house creative team had a strong set of new assets to help redesign everything from sales slicks to their corporate website.
